Who is Yankee Candle?
Yankee Candle is a beloved home fragrance company with products sold in retail stores and through their direct-to-consumer website.
Challenge?
Engaging with our CRO partner CXperts, Yankee Candle conducted a user study which revealed that users benefited from the category level page filters to make for more relevant experiences. With this finding in mind, Yankee Candle sought to create an experience that would increase filter usability as well as tackling their other objective of streamlining the category pages to encourage product discovery and improve relevance.
Test Idea?
CXperts and Yankee Candle tested streamlining the desktop category page filters, hypothesizing that simplifying the filters would increase filter usage and improve CRV. Three variants were decided on, each with a mix of changes to the appearance, location, and functionality of the filters, including making active filters more visible and relocating the filter behind a menu.
Results?
The winning variant was V2 which created better separation between the main filters and quick filters as well as increasing the visibility of applied filters. The test realized a 3% increase in category page add to carts and a 7% increase in product detail page add to cart with 100% statistical significance. Conversion rates increased 3% with 90% statistical significance.
Takeaways?
CXperts and Yankee Candle were able to utilize insights from qualitative user research to inform testing with hard quantitative results emphasizing the importance of user feedback in informing ideation. Utilizing AB Tasty’s platform, the team was able to validate test ideas and was able to arrive at a winning variant that was deployed to the site.
