Best Buy Sale Pages
My UX team was responsible for all the HBG sales pages and entry points. We worked extensively with the testing group and business leads to increase sales 20% YoY to over $500 million.
Role – Associate Creative Director, UX
UX Team – 6 UX designers
The start of the a sale
1. Define the sales objectives
Working with the business stakeholders, my team would help create a sale brief that defined specific sale outcomes. We'd use similar past sales as the control group.
2. Define the hypothesis
Next we'd work with the business leads to define a hypothesis to why a split test version B might outperform a version A.
3. Do we have statistical confidence?
After the testing ran, we'd examine the results with the business leads and testing team and see if gained statistical confidence that B outperformed A. We'd also look at click/tap hotspots, demographic breakdowns, etc and gain learnings from it.
The forumla
My team used this simple formula as a way to clearly define test objectives and outcomes.
Control group
Test group
Sales increases of 20% YoY
By continuous testing, gaining learnings and refining our sale pages, we managed to increase sales about 20% year over year from the previous year.