Rapid A/B Testing for Growth

About the Customer

Haypp Group is committed to transforming the world into a smoke-free environment by offering an extensive selection of nicotine pouches and smokeless tobacco products.. With eleven e-commerce brands such as Snusbolaget or Nicokick, the Haypp group is present in seven countries.

The Challenge

Haypp partnered with Conversionista to evaluate the value of AB-testing for driving growth, mitigating risk, and understanding user behavior. Haypp had the ambition to get started quickly and to generate quick results and insights which we were able to deliver on successfully.

The Solution

Conversionista quickly started an A/B testing program tailored to Haypp´s needs:

• Tool Implementation: Selected and implemented an appropriate A/B testing tool.
• Process Establishment: Set up and anchored a testing process within the organization.
• Research and Hypothesis Generation: Conducted thorough research to create a backlog of valuable and feasible hypotheses.
• Test Prioritization and Design: Prioritized tests based on potential impact and designed them for optimal results.
• Test Execution: Implemented and monitored tests
• Reporting Framework: Established a robust reporting and analysis framework to derive actionable insights.
• Strategic Planning: Defined a long-term testing strategy aligned with Haypp Group's growth objectives.

Results

1. Increased Average Order Value
2. Demonstrated the value of data-driven decision-making in e-commerce optimization.
3. Developed a tailored testing strategy for Haypp's global market.

Path forward

Building on these successes, we've identified a clear strategy for Haypp's continued growth:

• Bold, High-Impact Changes: Designing tests with potentially larger effects on key metrics and focusing on major user experience enhancements and conversion path optimizations.
• Cross-Site Test Optimization: Implementing identical tests across multiple Haypp brands to increase testing velocity.
• Expanded Data Integration: Incorporating and combining diverse data sources beyond website analytics for richer insights and more comprehensive hypotheses that can be validated through A/B testing

This is what Haypp had to say:

The speed at which Conversionista implemented a tool and launched the first tests was remarkable. Their data-driven approach has demonstrated the immense value of strategic testing. Not only did they successfully increase our Average Order Value through A/B testing, but they also crafted a testing strategy tailored to Haypp's global market. Their expertise and efficiency have truly exceeded my expectations.

Carl Lind, Head of Stores at Haypp Group