Take your website testing efforts to a brand new level.

1. #monetatesummit
JayNigrelli,VPofeCommerce, DestinationXLGroup
TheFutureof Testing
Takingyourwebsitetestingtoabrandnewlevel

2. • Leading men’s apparel retailer focused on guys with waist sizes 38+
• 6 websites including Destinationxl.com, Casualmalexl.com, and
Rochesterclothing.com
• Over 350 stores in 48 US states
Who We Are

3. Who We Are
• One of Monetate’s first customers (Summer 2009)
• Close partnership leveraging Monetate’s capabilities for
ongoing testing, personalization, and optimization
• Over 1,782 tests/campaigns run life-to-date

4. The Challenge (#1)
• Challenge: Destination XL visitor
demographics are fragmented—only tied
together by size
• Goal: Maximize online revenue of visitors
with a propensity to purchase luxury
apparel over the holiday 2013

5. The Solution
• Create segments of customers based on brand affinity
–Past online purchasing behavior of high-end brands:
!
• Robert Graham
• Paul and Shark
• Jack Victor
• True Religion
• Remy
• Peter Millar
• Etc.

6. The Solution Cont.
• Launched holiday campaign with homepage slides featuring luxury
gifts, high-end brands & products, and designer clearance
• Customized landing pages from each slide
• Targeted exclusively to visitors from the Monetate created segment

7. The End Result
• A/B Test Results (vs Control): Winner!
• Conversion Rate +15%
• Average Order Value +8%
• Demand $ per Session +25%

8. Conclusion
• Segmentation and relevant messaging works
• Brand affinity is a strong indicator of lifestyle preference
• Start with a hypothesis
• Leverage the vast amount of data & attributes Monetate has access to
• Must consider scalability
!
• Next Steps: Test brand specific campaigns
• Long term: Leverage CRM data to create segments based on
multi-channel data

9. The Challenge (#2)
• Challenge: Create more merchandising continuity
between website and stores
• Goal: Feature local sports teams to customers online
based on where they are shopping from

10. The Challenge (#2)

11. The Solution
• Leverage Monetate’s IP targeting to test team sports features
in Boston, LA, and Chicago markets (launched Feb 2014)

12. The Solution Cont.
• Click takes visitors to local team page

13. The End Result
A/B Test Results (vs Control):
No significance = win

14. Conclusion
• Use Monetate’s capabilities to build omni-channel continuity while
testing online engagement
• Test to ensure no adverse effect to online KPIs
• Results could vary based on inventory availability & popularity of team
• Track teams/groups individually
!
• Next Steps: Test local MLB teams in various markets heading into
season (April)
• Next Steps: Brainstorm other ways to tie channels together

15. 2:15-2:30 Break
!
2:30-3:45 Track 2 / Engage
Open-Time Personalization