Case Study: Missguided achieves 177% conversion uplift and 300% product CTR gains through experimentation and personalization with Optimizely

Missguided experiments to make bold business decisions

Missguided is a fast-growing UK fashion retailer offering over 10,000 products and up to 1,000 new styles weekly. To stay competitive in a rapid market, the company needed to better understand customers and reduce risk when making bold product, service and UX decisions while delivering a unique, personalized shopping experience.

Using Optimizely for A/B testing, personalization and recommendations, Missguided ran experiments across merchandising, imagery and new services. Changes to product badging drove a 300% uplift in click-through rates, image and "shop the look" tests boosted conversions, and a trial of unlimited next‑day delivery produced a 177% conversion uplift leading to full rollout. Targeted personalization and recommendations also increased engagement and VIP conversion, enabling faster, data-driven innovation and plans for omni-channel optimization.

Missguided

Mark Leach

Head of Ecommerce