Case Study: GSM.nl reduces bounce rate and increases engagement by 5% with VWO

GSM.nl Reduced Bounce Rate Through Improved User Engagement

GSM.nl, one of the Netherlands’ largest eCommerce retailers for mobile phones and accessories, faced the challenge of testing Buy Now buttons that appeared in many places across their site. They used VWO for A/B testing and needed a way to vary every instance of the button at once to measure impact on user behavior.

Using VWO, the team implemented an A/B test that swapped alternative CSS stylesheets to change all Buy Now buttons sitewide (text-only, green, and red/orange variations). The red/orange buttons increased overall engagement by 5% (statistically significant), which corresponded to a reduced bounce rate; sales trended up but were not statistically significant during the short test. VWO enabled the rapid, sitewide experiment and clear, data-driven results in days.

GSM.nl