How Scotts Miracle-Gro Nurtures Growth Exactly How It Wants

NOTE: This is a raw transcript and contains grammatical errors. The curated transcript will be uploaded soon.

Craig Smith: Hi everybody. My name is Craig Smith. Welcome to Convex 2024. I’m here with Haley Schreyer and from Scott’s Miracle Gro.

And we’re going to talk today about harvesting results, personalization and optimization at Scott’s Miracle Gro. And how Scott’s is driving results in their businesses using testing and UX optimization. Let’s start with quick intros. Haley, would you be so kind to give a little bit of a background in your, in your experience and your role at Scott’s

Hailey Schraer: Yeah. Hey guys. Uh, my name is Haley Schraer. I’m the lead UX researcher here at the Scott’s Miro company.

Um, at Scott’s I am responsible for qualitative insights as it relates to kind of UXR on our digital channels. And I also lead and drive all of our CRO efforts. Um, I’ve been at Scott’s for a little over five years, so I’m a little bit of a yard and garden nerd at this point. Um, and know kind of everything that needs to be known in the yard.

Pass back to you, Greg.

Craig Smith: Thank you, Haley. And again, my name is Craig Smith. I’m the chief strategy officer of Outerbox. I’ve been in the e commerce and digital sector since, geez, 2002, working with brands and helping them execute their strategies, driving conversion, increasing traffic and lowering costs through a variety of growth levers.

Um, we started the user experience division about 15 years ago, and I’m looking forward to sharing some of our insights and tactics and methodologies with you on today’s webinar. Session. right. So from an agenda perspective Let’s start out with talking about what we’re going to go through first.

It’s going to be relating to navigating the changing landscape. We’re going to talk about some data points in the industry of new statistics relating to customer experience and some key takeaways that you want to really jot down of things to embrace. We’ll then move into Different approaches that we can take with UX optimization and some different paths and strategies you can leverage as you decide how you want to place your chips on in terms of your bets with, with UX. We’ll then move to really the most interesting part of today, which will be the strategies and tests that have been run at Scott’s Miracle Gro.

We’re going to give you some real life use cases of different segment targeting approaches and different tests that we’ve ran. to give you some ideas on how you can leverage some of these things in your business. And then we’ll wrap up with just some key takeaways that we feel are important from an executive summary perspective. To make sure that you can leverage in your business.

All right. So starting out on Navigating the changing landscape. So the first thing we wanted to talk about was really Web personalization is no longer optional in digital and e commerce It has become more and more prominent and Ubiquitous within e commerce and if you’re not thinking about your personalization strategy You’re likely going to be left behind Some key statistics that I wanted to share. The first is that 56 percent of companies use website personalization and the companies that excel at it generate 40 percent more revenue than their competitors.

91 percent of consumers are more likely to shop with brands that recognize and provide relevant personalized offers to them. And 66 percent of customers expect companies to understand their unique needs. Now of all of these data points, the one that was most interesting to me was that personalized experiences drive a 5. 7 Increase times increase a literally 570 percent increase in customer engagement and that’s reported from Salesforce.

So the key takeaway here on the left is for your business, you really need to think through your audience segments and their varied needs. How can you leverage their behavior and the paths they take on their session data to deliver creatives and promotions and experiences that are going to speak to their unique desires? You want to also continue to obsess over the look and feel of your website. And many times, you know, I see folks who are just kind of over interested in just the pure data and they don’t look at the aesthetics.

They don’t look at the look and feel as maybe as much as they should. The data tells us otherwise that you should kind of flip it on its head a little bit as 38 percent of people. will stop engaging with a website if they believe the content or layout is unattractive. 73 percent of consumers consider the experience in a key factor in their purchasing decision.

And 42 percent are willing to pay more for products when they feel they’re getting a friendly and welcoming experience. And the last piece on this slide relating to look and feel is that 74 percent of shoppers say it takes me no more than three bed experiences. In a site to abandon a brand. Also Salesforce data points.

So a takeaway is to conduct focus groups and usability studies to gain real life perspectives from your existing customers or potential prospects. Haley, what are some of the things that you guys have embraced at Scott’s? Relaying to obsessing over looking feel and making sure you’re delivering a look and feel that’s going to resonate with your audience.

Hailey Schraer: Yeah, we do this in several different ways. Um, usability studies, like you mentioned, here is a large focal point for us where we’re constantly running studies across, um, all of our sites to understand and ensure that the experience that we’re providing is one that really resonates with our users and our site visitors. And then also, I think CRO weighs heavily into that as well, where we’re constantly able to iterate or kind of perform continuous testing to make sure that our look and feel is truly something that we’re providing to our consumers and that they’re engaging with across our sites.

So I think those kind of two, um, approaches have been really working for us and finding ways to best balance those, um, to continue to obsess over the look and feel like you’ve highlighted here.

Craig Smith: Awesome. All right. And then we talked a little bit about abandonment, but I’m sure many of you guys watching this today are in e commerce. I reviewed Baymard Institute’s data.

They’re the leading user experience research company online that publishes factors of Survey data and also best practices from a standpoint of site usability. Checkout abandonment is still a big issue for retailers and brands. And when we look at the data of why folks are abandoning, you can see extra costs are too high. The site wanted me to create an account.

Delivery was too slow. A bunch of different. Aspects here that you should be considering when you come to, okay, how are we going to price our products? How are we going to charge for shipping?

How are we going to structure the layout and modules of our checkout pages? But definitely some good data points. And really the key takeaway is to make sure you’re always working on testing both your presentation, the layout, the modules, how things are structured on a page. As well as the messaging aspects on the page.

Are you hitting value props? Are you ensuring clarity to key questions users have? Haley, any thoughts here regarding to how you guys at Scott’s optimized for the transactional funnel? Product page, hard to check out.

Hailey Schraer: yeah, and I think we’ll talk about this a little bit more at the end of our presentation, giving some examples of how we’ve been able to kind of build trust when it comes to giving credit card information, um, and to kind of take down some of these barriers when it comes to abandonment during card. Um, I, I chuckled a little bit out like the first couple here. I know that we’ve heard it and we’ve seen it and are actively trying to understand how we can, how we can take down some of these barriers and kind of test and learn how we can, how we can take some of these, um, and launch them on our site.

So we’ll talk through a little bit of those a little bit later in our presentation.

Craig Smith: All right. Now that we’ve talked about some of the empirical data in the industry, let’s talk about some strategic approaches you can take. Relating to UX and conversion optimization. At Outerbox, we go through what we call UX planning cycles, where we conduct analysis, we review data points.

We craft a program that relates to different improvement initiatives that we’re looking to execute against. And then we run experiments against that, where we’re designing experiments, we’re running them, we’re analyzing the data, reviewing with our customers, and then ultimately implementing live on a website. There really is three, though, different paths you can take as it relates to how you want to structure your conversion optimization efforts. There is the effort of just designing a new template and implementing it.

Many folks do that. And we do that in times where we don’t have the traffic level to warrant a test, or if we’re reiterating a, or changing a page that really we know is missing best practices. So it’s kind of, we call it getting a template up to code. Now, once the template is up to code, we then like to do the experiments, obviously, where we’re mitigating risk ahead of design and development changes for the future and doing it from a standpoint of new features and functionality.

And then the last piece, you know, true CRO. You know, is where we’re looking at a specific audience, a specific campaign with a specific goal, and then we associate smaller changes, ideally mirroring the copy that drove the visit, the H one imagery offer, et cetera. And that way we have more control. On a specific micro audience where we can optimize for channel performance.

And we’ll dive deep into all of these, but Haley, maybe you can give me your thoughts. How, how do you guys look at this at Scott’s regarding these three areas? Do you embrace them all equally? Or maybe is there a certain.

You know, silos here, but you’re more active and

Hailey Schraer: Yeah, definitely more active on the right side here and kind of our CRO play space where we are on a design system. And so we’re constantly trying to understand how we can push the bounds of this design system, how we can create new functionality or focusing just solely on content related elements. And I think When it comes to CRO, a large part of our strategy is how can we bring content that’s more relevant for people and where they are in the funnel. And so that’s kind of our main focus from a CRO perspective.

And I think the middle guy here, I think we definitely do. And maybe play a little bit more in the usability space here. Um, but definitely weigh a little bit heavier on the CRO end.

Craig Smith: now let’s dive into these. So from a standpoint of template design, really the advantage here is velocity. The velocity is quicker than experiment. We can look at a product page and say, Hey, it’s missing ship data or information.

It’s missing return information. You, your reviews are below the fold. You don’t have alternate, you know, You do have alternate buttons for adding the card, et cetera. And we can just make these changes in an implement and measure approach versus doing testing.

Now, at some point we want to look to test, but when we’re taking a site, it’s lacking us best practices. This is a great approach to get the template up to what we get. And we call code and the success metrics really are, can be. you know, varied, but usually it’s looking at the micro conversion rate.

Now, what is a micro conversion rate? I’ll talk about it in a little bit, but it’s really the percentage of people on a specific template that moved to the next stage in the funnel. And here’s an example of like a use case where the control is the current website design. We then create the new look and feel on, let’s say, okay, it’s agreed upon.

Here’s a new version. We install it into the live website. At that point, we then usually move into incremental testing, full scale testing, where we’re trying different variations of that improved page. So we’re pushing the envelope and really putting our foot on the gas in terms of what we can improve.

I mentioned progression rates earlier. This is a key part of improvement. What we do with Scots and what any conversion optimization practice should embrace, which is looking at all these micro conversion rates. For example, on the bottom right here, here’s your product detail data.

Now this is not specific to Scots. This is just generic, but it’s showing us what percentage of people go from the, from the product detail paid to the cart to the conversion rate. Check out to conversions. And we look at this across channels.

We look at this across device type. We look at this across campaigns and it really helps us kind of dial into where are the leaky parts of the wheel. Next is the experimentation piece. So here the focus is really risk mitigation while also You know, figuring out, you know, from a standpoint of budget and staffing, like what makes the most sense to deploy?

Um, we believe that some of our efforts in this type of testing really is focused on risk mitigation. And we work with a lot of large customers and we want to make sure that we’re testing these big functionality improvements. optimizing against them. Maybe it’s a new piece of software they’re putting in their product page.

We’ve got to make sure it’s not going to upset the status quo in a way that is going to have a negative impact to the business. Haley, any thoughts on recurring experimentation at Scott’s and, and what your philosophies are as of the reason and rationale of why you leverage it?

Hailey Schraer: Yeah, a super crucial piece like you mentioned, especially when bringing in new functionality or new features on whether it’s a product page or the cart page where those are prime purchasing kind of decisions being made. And so instead of just doing it, Let’s get some data behind it. Let’s understand kind of what that impact is. And then also if that’s something that we truly should be going with or that we truly should be implementing.

Craig Smith: exactly. And the next is the last piece, real true conversion optimization, where we’re looking to optimize page performance in a specific campaign, in a specific audience. We believe that CRO really bolsters marketing campaigns, and we’re doing this through Messaging, creatives, promotion driven from parameters in root URLs. And then here are just some of the aspects that consider when you’re, when you’re following this type of approach, looking at your header, right?

So the main message, the main call it value prop message that you put into your homepage above the fold, your body copy, your offer, the images you’re leveraging, the CTA verbiage, the color, The trust signals, et cetera. All of these must be optimized and many times we’ll follow a multivariate approach where we’re creating a recipe. You know, there’s literally eight different variables here and we might have three different, you know, options for each variable. We need to dial in and find out what recipe works best for this audience.

through that lens is how we approach it. And then think about what you want to do in a roadmap perspective. Now, I included like an example roadmap from a, from a customer, but it has a targeting work stream and a UX work stream. And the targeting work stream is using the platform to go after a unique segment, like a new visitor we’ve never seen before, a returning customer or a returning.

You know, VIP, and you can see that we structure our work where each month we’re targeting a different use case. And we’re going, you’re going to see a couple of Scott’s use cases coming up. Um, we also do that on the UX front where we’re designing these alternative pieces. It can be a global template, it can be a homepage, it could be a product page, cart, et cetera.

Usually we follow this path, make a lot of changes and then move into experimentation on these improved. And lastly, in this section, I wanted to reiterate that, you know, In the space, in the conversion optimization industry, we obsess over the website experience right here, but it really is only one piece of the puzzle relating to conversion and your conversion rate, seasonality, price, competitors, service, social content, offline marketing, all of that also weighs in. So make sure you’re not just looking at your conversion rate in a vacuum as it relates to the site experience, Make sure you’re looking at competitive pricing.

Make sure you’re looking at Amazon. Make sure you’re looking at your site speed There’s a lot of other variables that are going to matter. Okay now for the good stuff Let’s talk about some of the optimization programs that scott has implemented over the last 12 months and working with us Haley i’m going to pass it to you for the first kind of discussion about segments. And how do you think about segments and Unique messaging for your cohorts.

You target.

Hailey Schraer: Yeah, I think, um, when it comes to kind of personalization and optimization, there’s many ways that this can take light. I think sometimes personalization can be extremely overwhelming, and it’s kind of a buzzword in today’s kind of digital age. But really, truly, we can break this down in lots of different ways. This is just one example of maybe we only want to target or test with our new in season consumers.

Or maybe we want to do our out of season returning shoppers. Just different ways that we can kind of slice and dice the way that we’re targeting people within our CRO efforts.

Craig Smith: Yeah. And then this, this just shows a graphic of in the e commerce space here are just a lot of approaches you can take both pre purchase and post purchase based upon what users are doing. Did they go to the clearance section and click five times in that category? Well, if they did, maybe they’re next.

Visit, show them the clearance homepage. Hey, shop our clearance products. Are they based in Canada? Show them a banner at the top of the screen saying we ship to Canada.

There’s all these use cases are endless to your imagination. Um, and you can, we’re going to talk through some of the approaches that Scott’s took in this, in this light. So this first one that Scott’s took was about returning users and how you guys targeted them. Haley, give a, give an overview of this experiment.

And, and obviously I’ll walk the audience through some of the creatives.

Hailey Schraer: Yeah, for sure. First, I’ll kind of share a little bit about, so we did a lot of this testing on our AeroGarden brand just for context. Um, AeroGarden is our, um, in indoor gardening unit that’s grown hydroponically. So it’s a little countertop unit that sits within your kitchen where you can grow herbs, veggies, flowers, fruits, et cetera.

And so what we did here is we wanted to kind of dip our toe in a personalization as it came out. pertains to optimization, um, and really start with our returning users and trying to create a unique experience for those who have been to our site before, providing a more personalized and relevant, um, on site experience with our goals to ultimately kind of increase progression rate. Um, and then ultimately, hopefully getting more people to convert on site and impact some of our conversion metrics. So we had three different variations here, um, and the way that we approached this was honestly just from a simple modal perspective.

And so we had three different modals, um, that kind of populated with different products. So the first one were different subcategories that we linked out to. The second one was linking to specific products that were kind of tailored for these return users. And then our third variation was linking out to other categories that AeroGarden offers that maybe our return users haven’t visited before, haven’t shopped within.

And then also with all of these different variations, we tailor some of that messaging to, To our return users and kind of are focused on them returning back to the site, understanding different things that they can grow in their Aero gardens. Um, since we know that these are return users who most likely already have a garden themselves.

Craig Smith: Yeah, let’s, let’s take a look at some of these variations. So here’s the first one. This was the control version. So this was Haley, the version that you started with, obviously.

And let’s talk about the second version. So what’s going on here?

Hailey Schraer: Yeah, so that for the first, um, variation here, we really were. We’re focusing on kind of subcategories within our seed pod kits. So within an AeroGard you can grow a bunch of different varieties of fruits and veggies and herbs. And so we wanted to open this up to really have our return users explore what they could grow.

And so, uh, Um, you can see the messaging that’s tailored here of looking to grow something new in your AeroGarden. So we know that the return users, they most likely have a garden and so truly kind of tailoring the content here to serve Um them and open them up into different seed pod kit varieties that they could grow.

Craig Smith: How about the next one? This was the second variation.

Hailey Schraer: Yeah, second variation here is on, um, individual products. So we took some of our best selling seed pod kits, raising them to the surface and really showing them to our return users, um, as good options to grow within their units.

Craig Smith: And here was the third.

Hailey Schraer: Yeah. And lastly, with this third variation, we’re really highlighting, um, different product categories that maybe these return users haven’t shopped before for AeroGarden. Um, these aren’t, definitely aren’t our main categories on site, but they’re definitely categories that could help kind of stretch and grow this indoor gardener into other different, um, types of gardening that they could explore.

Craig Smith: And then as it relates to performance and what we learned was that variation two was the winner. And you can kind of see it over there. Um, this variation versus the control drove a nearly 11 percent impact, positive impact to conversion. And it also had an ancillary effect.

Of an 18 percent positive impact to bounce rates. A bounce rate went down significantly. How did this impact the business? Haley?

Hailey Schraer: Yeah. So I think this, like I mentioned, this was our kind of first toe dip into personalization. We’re already saw some amazing results with just a small segment of our returning users. So.

What we saw is that we’re able to kind of capture our returning user’s attention for longer. They’re not bouncing from the site immediately. Um, so they’re further engaging with our site more and then also converting at a higher rate. So I think this really opened our eyes up to the whole plethora of kind of personalization and optimization that we have yet to uncrack and that we’re slowly uncracking now.

Um, and to how we can further kind of tailor content for all the different segment types that we have of the visitors who are coming to our site.

Craig Smith: Awesome. All right. And then here’s another one that’s very similar. So now versus the returning customer, we’re now targeting someone who’s new to the AeroGarden brand and showing them maybe a different approach and different types of messaging.

Can you talk a little bit about your philosophy on this, on this effort?

Hailey Schraer: Yeah, so since we saw kind of such great success with testing with our return users, we might as well kind of tailor some of that content for our new users as well. Um, so we took our learnings from return users. We know that that modal worked really well, and we wanted to try it for our new users who are coming to site. So, um, what we did is we took that same modal and our goal here truly is to create an experience that’s a little bit more informative, a little bit more welcoming.

For those new visitors, some of these people have no idea how to garden. They might have, they don’t think that they have green thumbs. And so just truly trying to open them up to all that AeroGarden has to offer for them. And so our goals here were to create, um, more engagement on the site, more exploration within the site, um, and hopes to decrease bounce rate.

And then obviously at the end, if we can get more people of these new users to convert. Um, the better for us that it will be. And so we have two different variations here, all kind of mimicking what we did with our return user test. Um, it’s a very similar modal, and in the first variation we were focused on seed, seed kits, and our second variation we were focused on gardens.

Craig Smith: So here’s the, this is the control. And then here is the seed kits that we, that we experimented with. And then here is the gardens. And ultimately what we found was again, the variation two was the winner and the gardens bestrove a nearly 5 percent impact to their conversion rate.

But more impactful is the 20 percent impact of revenue and a 19 percent impact to average order value. So Haley, you know, talk about that, the results here and did it do what you expected or maybe it surprised you a little bit.

Hailey Schraer: Yeah, I think a little bit of both. Um, I think too, with new users, we really want to open them up into the AeroGarden brand. And so with this variation specifically, I don’t think we were surprised that this was the winner because this opens people’s eyes into the gardens that we offer. And so with this variation, we’re kind of sharing some of like the beginner garden, beginner gardens that someone can buy or the entry level gardens where you’re only growing maybe three to six plants rather 12.

And so. Um, we saw obviously the great success with return users. And I think we just seeing it on new users was really great. I think we expected maybe a higher, a lower bounce rate.

Um, we obviously see a positive impact here, but it didn’t really expect the impact on revenue and AOV. Um, so especially for someone who’s new to the brand, completely new to the site. Um, it’s crazy to see, um, these great kind of conversion based metrics come back so positively and so successfully.

Craig Smith: All right. And that’s another, did some, some other experiments we wanted to highlight for the audience. Why don’t you talk about this, get it by Christmas counter. I know this was very impactful.

Hailey Schraer: Yeah, so like I touched on in the beginning, um, the way that we approach kind of CRO is truly trying to bring content that’s more relevant for people when they want to see it. And so, that’s exactly what we’ve done with this example and some of the examples that we’ve used. Other examples that we’ll share with, um, our AG Christmas countdown timer. So obviously Christmas is a huge holiday for a lot of CPG brands.

It’s also a large holiday for our AeroGarden brand. And so what we wanted to do was push urgency messaging to really get those people who maybe might be on the fence about purchasing an AeroGarden or gifting an AeroGarden to someone. Um, and we really wanted to get them kind of over that fence by showing them. Hey, you only have maybe seven days left to purchase before Christmas or four days left to get it before Christmas.

And so we had this countdown timer, as you can see, on the right hand side, um, live globally across the entire state. Um, and this led to a 2. 4 lift and the overall conversion rate, which you can imagine during holiday is a, is a pretty nice lift to see. Um, so we really know that kind of that urgency messaging during that holiday season works really well with these error garden consumers.

Craig Smith: Yeah. And this next one was regarding payment icons, you know, obviously in the, the transactional funnel, but talk about what this did. As you can see, it drove 9 percent lift and progression and a 15 percent red lift and conversion rate.

Hailey Schraer: Yeah, and I think, Craig, you even touched on this a little bit earlier, and one of the big barriers for folks is just not trusting the website, and so our goal here was how can we increase and enhance transparency and trust during this checkout process, and so we did that with, um, kind of adding these payment icons to the cart page, and so if you’re on our website looking to purchase, not only are we going to help you with kind of that trust and transparency, but also on a lot of e commerce sites, you’re not going to see Thank you. The accepted payment methods until you’re through kind of those last couple stages of checkout.

And so this was just another way for us to kind of get people over the hump and over the fence, um, to really go through, through the checkout, um, experience. And so, like you said, Craig, we saw it immediately with a 9 percent lift in progression rates. So those people who are on the car and continuing through to the checkout experience.

Craig Smith: Yeah. I mean, I, for one, I’m a PayPal person. If I ever have like 50 bucks in my PayPal, I want to use it online. I don’t want to wait for it to my account.

So it drives me crazy when I shop and I don’t find out they have PayPal till in checkout. So I can see how this worked for you guys. All right. Now the mobile cart savings and the sticky nature of that.

You talk a little bit about this test and how this performs. We see some good metrics over there.

Hailey Schraer: Yeah, this is, I guess, a little bit similar to the last one, where we’re truly just trying to elevate that content when the user needs it the most. And so, um, we already have a sticky checkout button, and so might as well add and slap the total into that. Um, especially on a mobile device, you’re having to scroll quite a bit in order to see that total, which kind of lives at the very bottom of that page. And so in order to kind of motivate the user to progress through that checkout experience, they’re able to see it immediately on land as it kind of lives within that sticky CTA element.

And so, With this, we saw an 8 percent lift in progression rate. So those people moving from cart through to the checkout experience. Uh, we also saw nearly a 4. 5 percent lift in conversion rate and then a 7 percent lift in revenue.

Craig Smith: Awesome stuff. And then I know we did a global promo redesign here and we tested that. That also had some great results. Um, obviously the controls on the left and the variations on the right, but talk about this and how you guys thought about constructing this experience.

Hailey Schraer: Yeah. Um, with this test too, I think, again, just trying to get that relevant content where the user needs it the most. And so, um, on most states you have to kind of scroll through and click through each individual promo message. And so our goal was how can we make that, um, And a better layout.

How can we make that more readable and digestible on land? And so what we did is we tested different background colors or messaging placements or configurations to get more information without having to kind of exert the energy to get that information. And so, as you can see on the right, we kind of enabled either like a view more view less option where you can see all of the promotional messages at one time, and then on desktop, you automatically see all those three kind of spread across your screen. Um, and so again, small change here, but we saw an 11 percent lift in conversion rate and 11 percent improvement and bounce rate.

So those people who were seeing those, that promo messaging were engaging with the site more, not immediately coming to the site and then leaving. And then lastly we saw a 4 percent lift in progression rate through to some of our other product pages.

Craig Smith: Yeah, I mean, this is very simple, but very powerful. I mean, if you think about we’re not relying on the user to click those arrows at the top of that promo bar, we’re telling them, you know, using the golden rule of usability. Don’t make me think they are. They’re understanding the 50 free shipping offer.

They’re understanding the sprout for 25 offer. So I can see why it drove that great performance. Okay, to wrap up the session, we just want to give you some core takeaways, things to consider as you embrace in your optimization journey. The first, and I mentioned it earlier, is to really think through your customer segments.

How can you classify them and what type of distinct creatives, promotions and messaging make the most sense? And you want to make sure that don’t be afraid to start small and build up over time. You also want to obsess over your progression rates. I talked about that earlier.

The, the The numeric progression rates of all your templates and the usability monitor it weekly and make sure you’re also looking for JavaScript bugs or other issues that could be causing, you know, site performance to be a go down. Um, next you want to realize that testing is a lot like baseball. You’re going to have a lot more singles than home runs. And these smaller incremental gains over time are going to compound.

And that’s the approach and the mindset that I would recommend. It’s very rare where you’re going to get a test that’s going to give you a 50 percent improvement to your conversion rate. And lastly, and I’ll let Haley give her thoughts on these topics, topics as well. Don’t be afraid to fail.

If you’re not experiencing failures along your the way of the testing program, you’re not growing and you’re not learning. So not every test is going to win. Most of them are going to be, you know, probably pretty close, but then there’s going to be some that are showing incremental gains. Haley, on these topics, what else can you leave our audience with based upon your experience and knowledge?

Hailey Schraer: Yeah, just to add a little color. Like I mentioned a little bit in the beginning of just personalization can be so daunting and can be so overwhelming. And so jumping back to bullet number one here of don’t be afraid to start small and build up. We started our kind of personalization journey with optimization via new versus returning users and have saw some really big wins.

And so don’t be afraid to start with the, maybe those smaller audiences or you don’t have to boil the ocean all at once. Um, start small and then work your way up. Yeah. Um, and I think even through some of the examples we’ve given today, jump into bullet three here of like, we’ve had a lot of really small changes that create a huge impact.

And so we don’t need to reconstruct the whole homepage or reconstruct the whole PDP. Some of the, some of the small guys truly drive a lot of that revenue and a lot of that conversion impact. And then lastly, I think conversion rate is all about kind of failure and growth and learning. And so don’t get me wrong, I’ve been running CRO for five years here and we have failed a lot, but we’ve also learned a lot along the way.

And it’s really gotten us to where we are now. And so don’t be afraid to fail just because you have one or two tests fail. Doesn’t mean that you’re a failure or that your program is a failure. You’re constantly kind of growing and evolving to get some of those singles.

Um, like Craig alluded to and our kind of baseball theme here. So.

Craig Smith: Awesome. Well, Haley, thank you very much for educating the audience on on the different experiments that Scots have ran and thank you, the audience for taking part today. If you’re looking to continue the conversation and get some additional UX perspectives into your business, feel free to email me at craig at outer box dot com. We offer a free UX strategy, deliverable and session recap really to go through your site and identify what’s going on.

actionable areas that we believe we can optimize against for growth. So thanks everyone for, for taking part today. We really appreciate it. And we hope to see you again real soon.