Case Study: Fab achieves 49% increase in Add-to-Cart clicks with Optimizely

Fab Uses A/B Test to Improve Customer Shopping Experience

Fab is an online retailer that curates design-focused apparel, home accessories and furniture. They suspected customers were missing a small, stylized +cart icon on catalog pages and wanted to make it clearer that items could be added to the cart directly from product grids to improve shopping funnel conversion.

Using Optimizely, Fab A/B tested three catalog button variations (original icon-only, a larger “Add to Cart” text button, and a hybrid) targeted to browse and designer URL pages and tracked Add-to-Cart clicks as a custom goal. The clear, larger “Add to Cart” button lifted clicks by 49% (the hybrid rose 15%), so Fab pushed the winning variation to 100% of traffic and implemented it sitewide, then continued monitoring for further optimization.

Fab

Shane Lapsys

Senior Product Manager, Fab