Storytelling card: Beckett Simonon's A/B test

The bottom line

Adding a storytelling panel about sustainability and craftsmanship to the Beckett Simonon site raised sales by 5%. Highlighting core brand values can lift conversion for an online shoe retailer.

Key takeaways

The storytelling panel increased sales by 5%. It showed customers the brand's values at the point of purchase.
- The test was run on the website of Beckett Simonon, a seller of handcrafted leather shoes.
The change paid off financially. The annualized return on investment was 237%.
The panel centered on two brand values. Sustainability and craftsmanship were expected to resonate with customers.

The test

Brand values placed right at the point of purchase

The panel puts the brand's two core values next to the buy decision instead of on a separate About page.

Beckett Simonon added a storytelling panel to its site to lift conversion by stressing its core values.

The panel emphasized sustainability and craftsmanship.
- The retailer specializes in handcrafted leather shoes.
- The test is filed under the category Checkout & sales.
The goal was to raise conversion rates.
- The idea was that these values would resonate with customers and boost sales.

Version A and version B as Beckett Simonon tested them. Screens from abtest.design.

The result

Storytelling panel lifted sales 5%, 237% annualized ROI

	Original page	With storytelling panel
Brand values shown	None at checkout	Sustainability + craftsmanship
Sales	Baseline	+5%
Annualized ROI	—	237%

A small, cheap content change paid back more than twice its cost over a year.

The panel raised sales by 5% and returned 237% annualized.

Sales rose by 5%.
- The annualized return on investment was 237%.

In the growth library

Beckett Simonon, Checkout & sales test. Adding a storytelling panel about sustainability and craftsmanship to the website raised sales. The test produced a 5% sales increase and an annualized return on investment of 237%.

Lessons that draw on this: