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Free People Customer Story

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Run your business with unprecedented agility with help from the Monetate Success Team. View more website optimization resources at http://www.monetate.com.resourcesRun your business with unprecedented …

Run your business with unprecedented agility with help from the Monetate Success Team. View more website optimization resources at http://www.monetate.com.resourcesRun your business with unprecedented agility with help from the Monetate Success Team. View more website optimization resources at http://www.monetate.com.resources

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  • 1. customer story:quickly test and deploywinning ideas a publication from
  • 2. quickly test and deploy winning ideas About Free People One of America’s leading multichannel apparel retailers, with roots stretching back to the 1970’s, Free People today has 37 retail stores, a catalog business, plus a wholesale business operating out of three showrooms, in New York, Los Angeles and Chicago. In addition, the company sells to approximately 1,000 specialty stores worldwide plus select department stores. Since its launch in 2004, FreePeople.com has found great success with online shoppers who are looking for a little something special in their experience. www.FreePeople.com a monetate customer story | 2
  • 3. quickly test and deploy winning ideas Monetate is proving to be a valuable tool to discover new information about our business, sometimes as valuable for what it shoots down as what it confirms. - David Hayne, Managing Director a monetate customer story | 3
  • 4. quickly test and deploy winning ideas We sat down with David Hayne of Free People to talk about how this leading apparel retailer uses Monetate. How Does Free People Use Monetate? We use Monetate in two ways. We use it for a lot of A/B testing; for example, two different home page designs. This sounds simple but if you don’t have a good tool for it, then it’s not as simple as you would think. With Monetate, we can do a 50/50 split test of different versions of the home page very easily. That quickly tells us which produces higher conversion rates, average order values, and other metrics that help drive revenue. From an A/B testing standpoint, that’s huge. And while the home page is perhaps the most obvious place to test, we also test on many other parts of the site, like on our cart page. The other big way we’re using Monetate is as a first line of defense in new web development. We quickly found that doing development with Monetate is easier than building something into our core platform, even though we have a fairly nimble development platform. For companies with a more rigid development environment, this would be a huge selling point for Monetate. a monetate customer story | 4
  • 5. quickly test and deploy winning ideas A good example is on our category pages where people can pop open off, check items in your cart.” It gets them back into buying mode and a “quick view” modal window to view products. We did that almost we can do that because Monetate is able to tap into the cookie value entirely with Monetate – not the display of the modal window but the of the cart contents. triggering of it – so 50% of our traffic saw the Quick View link, the other Then we wanted to test how free expedited shipping affects conversion 50% did not. That told us whether we should build this into our system. and average order value (AOV) for certain types of customers. We used Overall, this blending of A/B testing and new development is where I Monetate to present free two- or three-day shipping to certain groups see Monetate’s biggest value. of customers (using some clever behind the scenes stuff where our cookies and Monetate cookies both come into play). Monetate enabled Whenever we ask ourselves “Should we be doing this?” the next an extended A/B/C split across customer deciles which taught us a question is “How do we build this into a test with Monetate, either as lot about how shipping offers encourage or discourage purchasing, an A/B test, or can we just have Monetate do this on the fly?” Monetate including important metrics about net revenue. can usually implement quicker than we can get our development team to build it into our platform. So Monetate is proving to be a valuable tool to discover new information about our business, sometimes as valuable for what it shoots down as Have You Found Other Uses for Monetate? what it confirms. Yes, we do some basic search traffic targeting, so if you visit the site via a search engine you see something like Welcome Googler to reflect our awareness of where you came from. Also, whenever a returning customer has an item in their cart we message them, on whatever page they land on, with something like “Hey, pick up where you left a monetate customer story | 5
  • 6. quickly test and deploy winning ideas Any Final Thoughts or Favorite Campaigns? We really like the platform synergy, the ability to marry information between the Monetate layer on the front-end and our platform on the back-end. Campaign-wise, our easiest win was international traffic, throwing up a message on our site saying, “yes, we can ship to you.” That was a piece of cake, one of the first things we did, and very effective. Within the organization as a whole, the extended testing around free shipping really opened some eyes. Learning that has been huge for us. Monetate can usually implement quicker than we can get our development team to build it into our platform. - David Hayne, Managing Director a monetate customer story | 6
  • 7. Expert Optimization ResourcesValuable case studies, eBooks, white papers, webinars & infographicsmonetate.com/resourcesRequest a DemoCall 877-MONETATE (US) l 484-323-6313 (around the world)demo.monetate.com1-877-MONETATE | 484-323-6313 | www.monetate.com©2012 Monetate Inc. All Rights Reserved

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