Data-driven approach scores big with Adidas
Adidas relies on the power of experimentation to improve its customer experience and successfully scale business across global units.
Adidas, a leader in the sports apparel industry since its birth over 90 years ago, has long been associated with performance– performance on the field, performance in the gym, performance on the court.
Adidas’ performance also shines in an area you may not be quite as familiar with: its incredible data-driven culture. Adidas uses the power of data to inform its business decisions and drive demonstrable business results.
When Adidas first reached out to Clearhead (now part of Accenture Interactive) in 2014, it had already been A/B testing its ecommerce properties for nearly a year. However, the company recognized it was just scratching the surface of potential of its digital optimization programs.
Adidas engaged our team to help to take its test-and-learn program to the next level.
Ready to learn more about how Adidas uses data and testing to drive business results? Get set…go!
“With your help, we have been able to provide a better experience for our customers through constant testing and experimentation.“
– DAN MCCAULEY, Head of Ecommerce, Adidas
Our team worked with Adidas to develop and scale a process for enterprise-wide experimentation. With our help, Adidas now relies on the power of iterative testing to improve customer experience and successfully scale business across global units. From UX and UI improvements to site features to its localization efforts, Adidas embraces a culture of testing and optimization as means to overcoming its biggest digital challenges.
Interested in an example of what our experiments entail? Here’s a brief look at some of work in action.
With thousands of SaaS vendors all promising ROI, it can be a daunting task to identify the most valuable players. Together we launched the Adidas Innovation Program to evaluate potential SaaS partners via testing, using data to prove impact.
The Adidas team needed a fullproof way to evaluate a SaaS vendor that eased their ability to offer free 2-day shipping and returns.
I believe that if we offer free 2-day shipping to mobile visitors, then we’ll increase the incentive to buy. If I am right, then we’ll see an increase in the overall order conversion rate and revenue.
This change led to a +4.00% increase in order conversion rate.
Additionally, over 70% of visitors who converted would not have otherwise ordered. This translates to millions in revenue annually.
Customers that create an account on adidas.com have higher customer lifetime values (CLTV) than guest orders. However, Adidas’ existing checkout flow created friction and forced users to take extra steps to login.
In order to register, a user would have to leave the checkout flow before completing their order. This extra step could cause Adidas to lose valuable customers (and revenue).
I believe that if we reduce the friction when registering or logging in vs. guest checkout, then more users will select these options. If I'm right, then we will see registrations and logins increase.
By reducing the work required for users to register for an adidas.com account, the new iteration led to a nearly 19% increase in account creations, which ultimately translates to $1MM+ in revenue.
In today’s ultra-competitive market, every dollar counts. Even the seemingly small changes to user experience highlighted in these experiments can help you score with your customers.
But it’s not the individual experiments that win the game. Winning companies are committed to continuously improving and adapting customer experiences via an agile, data-driven approach.
Adidas’ test-and-learn approach to maintaining a modern and constantly evolving relationship with its customers is helping them win big—on the court, on the field and online.