Raising the Bar
Increasing Awareness for Beyond’s Family of Brands
Close up of the new consolidated brand bar that won the test.
Bed Bath & Beyond’s header height Issue
After the purchase of Bed Bath & Beyond’s IP (intellectual property), the re-introduction of Overstock.com, and several other websites BB&B had a brand awerness issue. Leadership wanted to use key space on our main website to showcase our other brands and drive traffic to them.
Effectively what this did was increase the height of our mobile and desktop web headers. This was implemented in the summer of 2024 without a site test so the impact of what this would do to our site conversion rate was not known. Fast forward to fall of 2024 right before Black Friday and Cyber Monday, our biggest weekend of the year, we got a site test up to test our hypothesis that by removing this extra height across our entire website we would see a lift to conversion.
Iterations
After doing a competitive audit of brands that do similar styling with their brands I determined that if we narrowed it to our top 3 brands that we wanted to raise awareness (but not necessairly drive traffic to) keep in the header and move the others to the footer we would see more customers staying on our site and converting.
Outcomes
The outcomes were ultimately positive with a large conversion lift of 2.35% on web with an estimated annual conversion lift of $1,706,917.
Mobile test version. With the brand bar removed and instead added to the footer and within the mobile drawer at the very bottom.
Mobile Control test version. With the brand bar at the top of every page.
Desktop brand bar interactions to improve usability and hierarchy.
Heat map of desktop control brand bar usage. We saw a decent amount using the Beyond Inc. link which came first in the list. This was not ideal as this may be driving traffic away from our site to an avenue that does not drive any product sales.
Heat map of desktop test saw more customers going to Overstock and Zulily which may have made this test flat. This outcome was driving traffic to Overstock and Zulily, but more than we hoped it would.