Latest / The Experimentation Edge
Signet Jeweler's "View All" page made more money by showing less
Summary
Craig Kistler, VP of Experience Design, Personalization, and Experimentation at Signet Jewelers (the parent company of Kay, Jared, Zales, Peoples, and Banter), joins host Ashley Stirrup on The Experimentation Edge to unpack how a hybrid online-and-in-store jewelry retailer runs experimentation at scale. Craig shares the counterintuitive "view all" experiment where his team blocked the product grid, added friction on purpose, and grew revenue; why he optimizes for revenue per visitor instead of conversion rate; and how Signet deliberately traded a high-volume testing program for fewer…
The skinny
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