The Iconic taps Optimizely as its experimentation platform

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.

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