Crocs, Aritzia Use A/B Testing to Optimize E-Commerce Businesses

At Aritzia, testing is used to prove (or disprove) a hypothesis. For example, the Vancouver, Canada-based retailer recently tested whether making its "Add to Bag" buttons on its product detail pages would drive more clicks to checkout. The prevailing thought at the brand was that it would. The test ran for four weeks, and its audience was segmented 50/50 for those who saw the larger button vs. those who saw the standard-size button.