Success Story

DeFacto Increases User Logins and Registrations During Black Friday Using VWO

21.53% user logins

About DeFacto

DeFacto, founded in 2004 and based in Istanbul, Turkey, is a global fashion brand. It operates both online and through 500 physical stores, reaching millions of customers worldwide. The brand offers a diverse range of clothing for men, women, and children, including tops, bottoms, dresses, outerwear, accessories, and more.

The brand is committed to sustainable production and is a leader in water efficiency and wastewater management throughout all stages of production. Additionally, the brand is a pioneer in signing the CEO Water Mandate, an initiative of the United Nations Global Compact (UNGC).

DeFacto is a valued partner of Catalysor, a data-driven marketing agency and VWO’s local partner in Turkey. By combining VWO’s expertise in experience optimization with Catalysor’s local market knowledge, Defacto has managed to increase their conversion rates and stay ahead of the competition.

Goal

For the Black Friday season, the team focused on improving user registrations and logins on Defacto’s website by conducting an A/B test. The learning of the Defacto team from past years is that website traffic and sales always increase during the Black Friday season, however it does not affect user acquisition. So this makes it harder to increase the lifetime value of the users who made their first purchase during the Black Friday season. This year they wanted to change this and acquire more users during the sale period.

Why choose VWO?

Utilizing the VWO tool to establish our A/B test hypotheses significantly improved our efficiency in reporting and variant development. Its seamless integration with Google Analytics and GTM delivered a comprehensive perspective, empowering us to perform detailed analyses alongside our current toolset.

Hatice Eraslan
Business & Data Analytics Unit Manager

VWO offers very easy use thanks to its user-friendly and practical interface. It is possible to complete all steps quickly and smoothly. We can easily measure our metrics thanks to Google Tag Manager compatibility. With VWO, we can now launch A/B tests more frequently and faster. Even someone who has never used the application before can easily create an A/B test after putting some effort into it.

Emre Eligül
Growth Manager & Advisor

Observations

The Defacto team conducted an in-depth analysis of user experience and behavior on the DeFacto website.

They observed that many users forgot to register or log in upon visiting the website, significantly impacting conversion rates.

Tests run

The hypothesis was tested through an A/B test on DeFacto’s website. The control version featured static user icons in the header for account login/registration, managing favorites, and adding items to the cart.

In contrast, the variation created with VWO’s Visual Editor retained these elements but introduced a persistent notification badge with animation on the user icon to capture attention.

The test was run for 10 days and concluded with the variation winning the test. It improved user logins by 21.53%, and registrations by 8.55%.

Conclusion

VWO enabled Defacto to improve user logins and registrations for its website. A/B testing a small change led to an increase in conversions for DeFacto during Black Friday.

With a surge in traffic, every opportunity counts and it’s crucial not to leave any small gaps unaddressed to maximize conversions.

The A/B test also uncovered a valuable insight for the brand: while many users intend to register or log in, they don’t notice the easy way to do it, like clicking an element. Subtle prompts, like simple animations, can nudge them in the right direction. As a result, more users engage with the platform.

Like DeFacto, you too can run tests, implement data-driven changes, and improve your conversions. Start your 30-day all-inclusive free trial of VWO today and discover how its features can upscale your conversion strategy.