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Graco Baby · Newell Brands

Graco Baby invests in UX research to score A/B testing wins

How one large-scale WEVO study gave Graco Baby 13 A/B tests in six months, 8 of them statistically significant winners.

Headline result
62%
win rate of UX research-informed tests
8 winners out of 13 tests launched within 6 months
Client
Graco Baby (Newell Brands)
Industry
Solutions
Tech used
WEVO, AB Tasty (now Wingify)

The challenge

Graco Baby, a leading brand in the baby products industry, is dedicated to offering quality products and an optimized ecommerce experience.

Graco Baby had made a significant investment in A/B testing, but needed additional support to generate an abundance of experimentation ideas. So it turned to CXperts, its partner in experimentation, for user research.

By the numbers
263
research participants
13
A/B test ideas generated from one study
62%
win rate of UX research-informed tests

How CXperts helped

01

One large-scale study

To generate an abundance of test ideas, CXperts used WEVO, a leading platform for qual and quant UX research, to run a large-scale UX research study.

02

The primary shopping journey

Users on desktop and mobile evaluated the Graco Baby website and its primary shopping journey, identifying areas for improvement on key pages and their features.

“CXperts’ adeptness at uncovering user insights through UX research has paved the way for several successful A/B tests, each finely tuned to address specific pain points and enhance user experiences. Their expertise in UX research has been instrumental in contributing to tangible results and iterative, user-centered improvements that continue to boost our digital performance.”
Stacey Wolf-Vigh, CRO Lead, Newell Brands

The results

The research study produced over 20 UX recommendations, 13 of which became A/B tests launched within 6 months. Eight of these tests had a statistically significant impact on site goals and were declared winners.

Using UX research as an input to generate high-quality test ideas, CXperts and Graco Baby continue to score wins for customers through improved CX, and observable business impact for the company.

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