When the Portuguese branch of La Redoute green-lit this experiment, their aim was simple: increase revenue per visitor. However, the means were less than obvious. As a widely international brand, the team at La Redoute’s headquarters noticed that consumer behavior varied significantly according to country.
La Redoute Portugal knew, for example, that their visitors had smaller average order values (AOV) than their French counterparts, and purchased less frequently. Their customers had less spending power than consumers in France. They liked to window-shop, for example, and would often abandon their cart without finalizing their purchase. Based on these insights, the team decided to test a free shipping incentive on purchase pages, to see if it would positively affect AOV, and potentially revenue per visitor.
They tested two different versions against their original site: