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

A Testing Strategy
Crocs runs lots of tests, and those tests seek to answer the following question: How far from optimal are we — i.e., how far will the results of this test move the needle? Nemann provided some guidelines on how Crocs decides what's worthy of being tested. First the retailer looks at the ease of the execution of the test, as well as the risks associated with it (e.g., lost sales). It then examines the potential impact the results of the test could have on customer reach and lift. It weighs those factors and prioritizes which tests should be conducted.