Case Study: AVON achieves 15.41% revenue uplift across Romania, Bulgaria & Serbia with Omniconvert

A/B Testing a Hypothesis Across 3 Countries Generated An Overall 15.41% Uplift In Revenue

Avon, a global beauty brand with strong online traffic in Romania (400k monthly desktop visits), Bulgaria (250k) and Serbia (120k), worked with Omniconvert to address low-performing product pages. Although the three sites share nearly identical page architecture, language and cultural differences meant product descriptions were hidden below the fold and visual elements (long color palettes, empty page areas) distracted shoppers. The challenge was to find a single hypothesis that would improve the shopping experience and conversions across all three countries.

Omniconvert ran 50/50 A/B tests (average 21 days) that moved concise product descriptions above the fold between the image and CTAs, converted linear color selectors into a compact grid, and decluttered page elements. The variations increased Add-to-Cart rate by 16.5%, conversion rate by 27.9% and revenue by 15.41%, with results statistically significant at 99%.

Avon