Beckett Simonon
An online retailer of handcrafted leather shoes.
Beckett Simonon added a storytelling panel on sustainability and craftsmanship to its site. An A/B test showed sales up 5% and a 237% annualized ROI. The lesson: state your brand's core values where buyers decide, and judge storytelling tests by return on investment, not just conversion rate.
- Original site
- No values panel
- Panel added to site
- Stresses sustainability
- Stresses craftsmanship
Sales +5%, 237% annualized ROI
From Beckett Simonon A/B test
What was said about Beckett Simonon
A storytelling panel on values lifted Beckett Simonon's sales by 5%. Beckett Simonon added a panel to its site stressing its commitment to sustainability and craftsmanship. Sales rose 5%, and the change returned 237% annualized ROI.
The aim was to show shoppers the values behind the product, giving buyers who care about those values a reason to purchase. The result was reported as both a sales lift and an annualized ROI, which shows whether a messaging change paid off against its cost, not only whether conversion moved.
Version A and version B as Beckett Simonon tested them.
Storytelling card: Beckett Simonon's A/B test
Added a storytelling panel on sustainability and craftsmanship to its site, which raised sales by 5% and returned 237% annualized ROI.
A storytelling panel on values lifted Beckett Simonon's sales by 5%. Beckett Simonon added a panel to its site stressing its commitment to sustainability and craftsmanship. Sales rose 5%, and the change returned 237% annualized ROI.
The aim was to show shoppers the values behind the product, giving buyers who care about those values a reason to purchase. The result was reported as both a sales lift and an annualized ROI, which shows whether a messaging change paid off against its cost, not only whether conversion moved.
Version A and version B as Beckett Simonon tested them.
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