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How MilliporeSigma lifted add to cart with a smarter search
Summary
Dorothy Crepin runs the A/B testing program at MilliporeSigma, the life sciences business of Merck KGaA, where one global catalog has to serve three very different visitors: scientists hunting for a specific instrument, procurement buyers working off a list someone else wrote, and students doing research with no purchasing power at all. Add a regulated industry where what you can sell changes country by country, and personas stop being a marketing exercise.
She walks Ashley Stirrup through the test that changed how her team thinks about discovery. MilliporeSigma rebuilt its on-site…
The skinny
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