Case Study: Sony achieves 21% more shoppers reaching the cart and 20.6% more purchases with Optimizely

Electronics Giant Unlocks Surprising Wins with Segmentation

Sony, a global electronics leader, had underperforming homepage and product banners promoting customizable Vaio laptops and faced high abandonment in the customization checkout funnel (39% drop after the configuration step). Conflicting qualitative research about whether customers wanted customization or simpler promotions left the team unsure which messaging would drive more conversions.

Using Optimizely, Sony ran targeted A/B/C tests in the Netherlands and UK and segmented by device. The customization-focused banner lifted click-throughs by 6% and shopping-cart reach by 21.3% versus the original, while the promotion-only banner performed worse overall but drove +20.5% clicks on mobile. A follow-up funnel test that shortened descriptions, renamed “configuration” to “components,” added top-seller tags and highlighted promotions increased completed orders by 20.6%.

Sony

Evelien Geerens

Web Merchandiser, Sony