Why more info lifted VidaXL's account creation nearly 40%

The Experimentation Edge · Oct 14, 2026 · 19m · transcript

Summary

Sapna Kashyap, CRO Lead at VidaXL, runs the experimentation program for an e-commerce company operating in more than 30 countries, where product, development and business teams all validate their decisions with an A/B test first. She explains the biggest winner of her career: B2B buyers were abandoning a registration page, a survey showed they could not see what the subscription included, and adding that information to the signup flow lifted account creation 38.7%.

Host Ashley Stirrup also hears the story of a localized payment method the whole company expected to win, why it lost to…