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AdidasSpecimenStudy - Clearhead Skip to content part of Accenture Interactive What We Do Who We Work With Who We Are Contact Us Jobs Blog AdidasSpecimenStudy A Data-DrivenTidewayScores Big Clearhead has been an incredible partner and the weightier vendor I have had the opportunity to work with. Their user-friendly data storytelling has been truly transformational for our culture, permitting us to use data to momentum merchantry results. Jack Rusina,Director, Consumer Experience, adidas It’s likely you socialize adidas with performance–performance on the field, performance in the gym, performance on the court. The company, a leader in the sports wardrobe industry since its lineage over 90 years ago, has earned this reputation through a dedication to innovation and growth. adidas’ success can moreover be attributed to flipside zone of strong performance, one you may not be quite as familiar with: their incredible data-driven culture. They use the power of data to inform their merchantry decisions and momentum real merchantry results. When adidas first reached out to Clearhead in 2014, they had once been A/B testing their ecommerce properties for nearly a year. However, they recognized they were just scratching the surface of the potential of their digital optimization programs. With Clearhead’s help, adidas now relies on the power of iterative testing to modernize consumer wits and successfully scale merchantry wideness global units. From UX and UI improvements to site features to its localization efforts, adidas embraces a culture of testing and optimization as ways to overcoming its biggest digital challenges. Driving product and trademark desirability begins with putting our consumers at the heart of everything we do and serving them in the weightier possible way. With Clearhead’s help, we have been worldly-wise to provide a largest wits for our customers through unvarying testing and experimentation. Dan McCauley, Head of Ecommerce, adidas Ready to learn increasingly well-nigh how Adidas uses data and testing to momentum merchantry results? Experiment 1 Testing Zoom Functionality by Market Experiment 2 Proving the ROI of Shipping SaaS Through Testing Experiment 3 Simplifying Checkout toModernizeConversions Upping Their Global Game: Testing Zoom Functionality by Market adidas is a top player in the sports wardrobe market and operates in nine markets globally including Russia/CIS, Japan, South Korea, Western Europe, China, North America, Latin America, Southeast Asia/Pacific and emerging markets. As it grows its physical presence, adidas moreover continues to grow in flipside way: ecommerce. According to its 2015 yearly report, ecommerce is adidas’ fastest growing channel, and is expected to worth for over $2B in revenue by 2020. Fueling this growth is an obsession with consumer experience, which includes a goal of creating a personalized wits for every one of its millions of ecommerce customers annually. However, it can be a rencontre to create a localized wits while still maintaining a resulting overall image for the brand. Problem The zoom functionality on product exhibit pages (PDPs) only allows shoppers to zoom in on small portions of product images, which is displeasing to users, and leads to lower than optimal conversion rates in some markets. Hypothesis I believe that if we modify the product zoom functionality on PDP pages to exhibit larger and increasingly detailed product images, then we will provide a largest overall user experience. If I am right, then we will see an increase in order conversions. Experiment Details Test Type: A/B Primary KPI: Order Conversion Rate Tools: OptimizelyTenancyVariation 1 Variation 2 Results When viewing the results globally, there didn’t seem to be much impact on the key performance indicators we were monitoring. However, when we zoomed in on the results from a local market perspective, the results were very different. Results by Market European UnionUnappetizingRussia Big Winner BrazilUnappetizingUSA Big Winner By looking at this global test through a local lens, adidas was largest worldly-wise to serve its customers based on the unique preferences of each region, rather than a one-size-fits-all approach. Game on! Read the full data story Prove It or Lose It: Proving the ROI of Shipping SaaS Through Testing With the thousands of vendors that subsume the SaaS landscape and the impact each one promises, it can be a daunting task to identify the most valuable players. With limited resources–from the money spent on the product to the time invested in implementation to the possibility of lost opportunities due to impact on CX–the adidas team was looking for a way to use data to momentum certainty in its procurement process. adidas reached out to Clearhead to try to modernize its procurement process by using a data-driven approach. Together Clearhead and adidas launched the adidas Innovation Program, designed with the specific purpose of evaluating potential SaaS partners. By evaluating proof-of-concept results using specific and resulting metrics, the adidas team is worldly-wise to ensure new services on adidas.com momentum bottom-line growth. Problem adidas wanted to prefer disruptive technologies to whop their merchantry goals, but had limited time and upkeep to validate that their investments were in the right areas. They were looking to move the needle in a big way by experimenting with variegated value-added offerings for its customers. Hypothesis I believe that if we offer self-ruling two-day shipping to mobile visitors, then we will increase the incentive to buy. If I am right, then we will see an increase in the overall order conversion rate and revenue. Experiment Details Test Type: A/B Primary KPI: Conversion to Order Tools: Optimizely, ShopRunnerTenancyVariation 1 Results Winner! Comprised largely of athletes, adidas’ customers love to move fast. It turns out, they moreover love to shop fast. The new shipping option driven by this vendor massively grew adidas’ order conversion by +4.00%. Additionally, over 70% of visitors who converted to order using this new option would not have otherwise ordered. This translates to millions of dollars in increased revenue annually for the adidas. Read the full data story Play Smarter, Win Bigger: Simplifying Checkout toModernizeConversions The sports wardrobe industry is incredibly competitive. In order to outpace competitors in the space, adidas makes huge investments in trademark and marketing plays, including its longstanding sponsorship of the FIFA World Cup™. adidas’ branding investments have paid dividends, with the visitor recognizing a 12% increase in revenue year-over-year in 2015. While branding efforts lead to an increase in website traffic, this only a piece of the puzzle. The next rencontre comes in translating adidas’ traffic-driving branding plays into a powerful and streamlined user wits that encourages conversions once users land on the website. Problem Customers that register with the site have higher consumer lifetime values (CLTV) than guest orders. However, their existing checkout spritz created friction. In order to register, a user would have to leave the checkout spritz surpassing completing their order. This uneaten step could rationalization adidas to lose valuable customers (and revenue). Hypothesis I believe that if we can reduce the friction involved in registering or logging in compared to guest checkout, then increasingly users will select these options. If I am right, then we will see registrations and logins increase. Experiment Details Test Type: A/B Primary KPI: Conversion to Order Tools: OptimizelyTenancyVariation 1 Results Winner! Turns out working harder isn’t unchangingly the key to winning. In fact, making it less work for their users to register for or login to their adidas.com accounts, they won more–a lot more. While orders were nearly unappetizing between the tenancy and the test, the new iteration led to a 19% increase worth creations. adidas nature a upper value to these registered users, which ways this test ultimatley translates to over a million dollars in spare lifetime revenue. While it may seem like a small change, iterative improvements can help you score big points with your customers. Read the full data story Read increasingly specimen studies GateHouse Takes Big Step Towards Data-Driven Culture (Cart) Abandonment Issues To redesign or not? Ready to learn more? Let’s Talk Austin 3601 S. Congress Ave. Bldg. C302 Austin, TX 78704 United States View on Map Cincinnati 1311 Vine St Cincinnati, OH 45202 United States View on Map London 14 Grays Inn Road London WC1X 8HN United Kingdom View on Map Let’s talk. Services Partners Team Contact Us Jobs Blog Facebook Twitter LinkedIn © 2018 Clearhead. All rights reserved.