Case Study: Nordstrom Trunk Club achieves 133% more new members with Optimizely

Nordstrom Trunk Club wins 133% more new members

Nordstrom Trunk Club, a subscription men’s clothing service, relies on testing and personalization to create tailored web and mobile experiences. They faced a conversion challenge: the original one‑page sign‑up felt like an uninspiring, never‑ending form, and the team needed to increase completed sign‑ups to lower CPA and deliver more leads to stylists while addressing two distinct user types (stylists and members).

They built a new six‑step, more visual sign‑up flow and ran a redirect A/B test in Optimizely against the original form. The multi‑step, image‑led experience won decisively—boosting sign‑up conversions by 133%—demonstrating that thoughtful design plus rigorous testing can overturn assumptions and drive significant business impact.

Trunk Club

Mike Wolf

Product Design Lead, Trunk Club