Case Study: Reckitt Benckiser achieves higher Durex revenue with Optimizely experimentation

Experimentation helps RB hit the spot with its Durex customers

Reckitt Benckiser (RB), the global consumer goods company behind Durex, needed to increase online sales across its UK Durex sites and better understand what its customers preferred. Using Optimizely Web Experimentation, the team tested different page layouts, navigation styles, messaging, and offer treatments to see what resonated before making long-term changes.

Optimizely helped RB quickly run and measure multiple experiments across regions, leading to clear wins and losses that shaped the site experience. Shorter messaging drove a 32% increase in product page visits and a 6% revenue lift in one month, while a color change on the offers page increased click-throughs by 11%; other tests, such as best-seller navigation and bundle offers, revealed revenue declines and helped the team refine its approach.

Reckitt Benckiser

Amy Vetter

European Consumer Experience Manager, Direct To Consumer