Lifting Samsung's online conversion through A/B testing at Cheil

Early in my career, at Cheil, Samsung's in-house agency, I was on the team running A/B tests on samsung.com/au. I found where shoppers got stuck, designed the fix and read the results. Twelve of my tests were approved, from a programme of about 35. This is how the team worked.

Phone buyers and fridge buyers decide in very different ways, so we stopped testing changes across the whole site. Splitting them up made every hypothesis sharper.

On filter pages, most shoppers hit the bottom in under five seconds. Star ratings and a Top Rated section above the fold gave them a reason to stop, and lifted conversion 18% across four page types. Read the social proof test.

Sale prices looked just like full prices, so shoppers scrolled past them. Making the saving the first figure they saw lifted offer card interactions 12%. Read the pricing test.

Not every test won, but every one fed the next round. Here's what I took away from it.