Case Study: Jawbone achieves 2.5× aggregate conversion improvement with Optimizely

How Jawbone Optimizes for Frictionless E-commerce Experiences

Jawbone, a consumer‑technology maker of UP® fitness trackers, relied on its website to communicate product value and drive global e‑commerce sales. The company needed to convert both new and returning visitors—including large, event‑driven audiences like Oprah’s Favorite Things—while creating a repeatable, cross‑functional optimization process across product, UX/UI, and brand teams.

Jawbone built an optimization program led by Product Manager Chris Schroeder that combined targeted experiments (for example, a benefits‑first homepage for first‑time visitors on “Oprah Day”) with optimization‑informed design changes. The results were substantial: a 43% lift in revenue per visitor on Oprah Day (with a 126% increase in hero CTA conversion and 96% more tracker nav clicks), sustained +19% RPV on web and +24% on mobile, and a product‑page redesign that raised RPV 50% (98% on mobile) and improved add‑to‑cart rates 43% (73% on mobile), contributing to a 2.5× aggregate conversion improvement and a culture of testing.

Jawbone

Chris Schroeder

Product Manager