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Yankee Candle · Newell Brands

Optimizing CX & ROI through A/B testing

How a CRO program with CXperts returned 2.9x its full cost during flighted tests, with 18 winning tests out of 38.

Headline result
2.9x
ROI of full program cost during flighted tests
Full program cost, team plus tech
Client
Yankee Candle (Newell Brands)
Industry
Solutions
Tech used
AB Tasty (now Wingify), Fullstory

The challenge

Yankee Candle, a beloved home fragrance company, has increased its focus on the user experience of its direct-to-consumer website, to better understand customer interactions and areas for improvement.

By the numbers
18 of 38
tests flighted were winners
2.9x
ROI of full program cost (team + tech) during flighted tests
1.5%
increase in transactions from one Add to Bag test
$1.5M+
projected revenue from that test

How CXperts helped

01

A culture of experimentation

Building on the culture of data-driven improvement CXperts had established with Yankee Candle, the CRO team ushered in a mindset of experimentation across business units to drive change.

02

The full testing continuum

CXperts delivered across the entire testing continuum. A CRO program with CXperts gave Yankee Candle a data-backed, statistically informed method for change management, enabling live site experimentation, with guidance from CXperts on comprehensive testing, ideation and analysis.

“CXperts always go the extra mile to help stakeholders understand the why behind the work, as well as the critical thinking that goes into it. We continue to reduce consumer friction, increase conversion rate, and get more and more internal momentum and excitement … around the current and future impact of our AB Testing/CRO Program - all of which wouldn’t be possible without the experts at CXperts!”
Ben Good, Senior UX Manager, Newell Brands

The results

In the year and a half CXperts has partnered with Yankee Candle on testing, CXperts has launched nearly 40 A/B tests on its website, with quite a few winners, ranging from simple updates to complex site changes.

For example, testing the Add to Bag buttons on product listing pages, the CXperts team found that changing the function of the call to action could increase transactions by up to 1.5% with statistical significance, resulting in over $1.5 million in projected revenue.

CXperts continues to identify fresh areas to test and to provide insights that boost user engagement, simplify the conversion process and encourage future interactions with the Yankee Candle site.

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