Case Study: R. M. Williams builds a culture of experimentation with Optimizely

R. M. Williams builds experimentation culture over 4 years with Optimizely

R. M. Williams, a heritage Australian bootmaker, faced the internal challenge of shifting its decision-making culture away from long-held brand opinions and toward data-driven insights. Partnering with Optimizely, they implemented a Web Experimentation and Personalization program to objectively test ideas and improve the online customer experience.

The solution from Optimizely involved building a full-funnel testing operation, used to validate everything from messaging to major redesigns like the boot discovery project. This data-centric approach successfully changed internal mindsets and drove measurable improvements, including increased engagement and uplift in completed orders where previous redesigns had failed. Optimizely's tools, now enhanced with Opal AI for ideation and summaries, continue to help R. M. Williams let customer data have the final word.

R. M. Williams