Case Study: Targeted Testing, Personalization Yield Increased Online Revenues for 
Urban Outfitters
Urban Outfitters is working with Monetate, a marketing optimization technology firm, on this endeavor. Following a very quick implementation process (less than two months), Urban Outfitters went live with Monetate's technology in March 2010.
After an initial test proved to be "overly complicated" and therefore not very insightful, Urban Outfitters began to see the value in testing small, simple things on its website, like which free shipping offer provides the best return. For example, the retailer can show 80 percent of its Australian visitors a banner ad promoting $10 economy shipping and the other 20 percent of its Australian visitors an ad promoting $5 economy shipping to see what the difference is on conversion. Other tests Urban Outfitters has run include identifying what's the best color for a product badge and where a button should be displayed on a web page.