The Iconic taps Optimizely as its experimentation platform

Looking to add experimentation without sacrificing speed, the online fashion retailer has picked Optimizely

The Iconic has chosen Optimizely as its experimentation platform to help ensure its customer engagement and conversion testing is as impactful as possible while avoiding site performance issues.

Looking to retain its speedy page load times while building in experimentation, The Iconic tapped the experimentation platform after exhaustive tests of Optimizely showed the technology did not detrimentally impact site performance. According to industry page load benchmarks, every second delay in site delivery reduces customer conversion by 7 per cent.

The Iconic CMO, Alexander Meyer, praised Optimizely for intuitively understanding the importance of site speed to the pure-play brand.

“We can now freely test, iterate and run experiments to improve our customer experience and internal metrics without having to worry about latency or performance issues getting in the way,” Meyer said.

The online clothing site is focused on enhancing data-driven decision making, faster feedback loops and improved flexibility with seamless, crucial now that consumers are turning to ecommerce during the current pandemic.

The Optimizely experimentation platform enables the site to test and learn with its over 16 million monthly visits and innovate at scale without sacrificing the performance of its website. It does this running experiments processing at the edge (CDN) rather than in the browser, resulting in a 50 millisecond median page load time.

Being an intuitive, user-friendly platform was equally important in the selection process so that the broader business teams could easily adopt the platform with little hand-holding from the retailer’s tech teams.

“It was important we find a solution that can service multiple functions across our entire business, as well as a platform that is both easy and intuitive,” said The Iconic head of sport and kids, Rick Burke. “Our agile approach and dynamic pace means we need intuition and speed in equal measure – with Optimizely we are able to tick both boxes,” said Burke.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu 


Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in