A/B Testing | Superstar Product Landing Pages
+8.0%
a validated +8.0% increase on Superstar Cart Additions (By including consumer reviews and in-situ imagery on Superstar Product Landing Pages)
+20.9%
a directional increase on Superstar Conversion.
TOTAL VISITS = 42,273
Qualifying visits made up 65.9% of total traffic to Superstar PLPs during test timeframe.
+34.73%
Superstar CRV from Direct & Search Traffic
48% of Visits were from direct & search traffic
Desktop Control
Desktop Varient
Desktop Varient (Cont.)
Mobile Control
Mobile Varient
Mobile Varient (Cont.)
Goal
Superstar was the major investment for adidas this season, but the Product Listing Pages (PLPs) were underperforming in engagement. Consumer behavior data revealed a strong preference for reviews and real-life styling, yet the creative did not reflect this preference. The goal was to test and validate which type of creative content would maximize shopper engagement and increase conversions.
Role
As a designer and lead collaborator with the Journey Optimization team, my role was to structure an A/B test to determine which creative approach for the PLP would resonate most with users and drive higher engagement and conversions.
Approach
Collaborated with the Journey Optimization team to define test parameters, optimizing for user engagement.
Partnered with the brand design team to ensure the visual approach remained on-brand while optimizing for user interaction.
Developed the test, including traditional brand imagery vs. user-generated content (UGC), featuring real people styling the Superstar.
Launched the test and analyzed engagement metrics to evaluate which creative format performed best.
Result
UGC significantly outperformed traditional brand imagery, leading to +8.0% increase in Superstar cart additions
UGC also contributed to a +20.9% increase in Superstar conversion, showcasing the effectiveness of relatable, consumer-driven content in driving sales.
In addition to the stylized imagery, it resulted in a +34.73% increase in Superstar CRV from direct and search traffic, with 48% of visits coming from these sources, reinforcing the value of organic traffic and user engagement.
New Best Practice: Established UGC as the new standard for brand storytelling on adidas.com, which was later adopted for other campaigns, including Ultraboost 21.
Strengthened collaboration between E-commerce and Brand teams, ensuring that UX and digital teams worked in tandem to create a seamless shopping experience.