Case Study: Marks & Spencer (M&S) achieves a 6% sales lift and higher conversion rates with Webtrends Optimize

M&S increase conversion rate through agile, continuous optimisation with Webtrends Optimize

M&S, a long-established UK retailer, faced the industry-wide challenge of shifting customer behaviour to online, mobile and multichannel shopping and wanted a more agile way to improve digital experiences and increase conversion rates. To do this they partnered with Webtrends Optimize, using Webtrends Optimize’s self-service testing solution and consultant support to scale and streamline their optimisation program.

Working closely with Webtrends Optimize, M&S set up an agile operating model, trained cross‑functional teams, and empowered business owners to run continuous short-term tests; the collaborative approach and increased self-service adoption let the digital team focus on more complex, data-driven personalisation. The program increased the number of tests and delivered measurable impact — including a 6% lift in sales from a returning-customer homepage personalisation — faster planning cycles and tangible conversion-rate and bottom-line improvements with Webtrends Optimize.

M&S

Clare Shields

Product Owner