Case Study: How one A/B test led Avon to increase revenue by +35%
Key results
The challenge
Avon's web optimization team found that the product carousel on its makeup category page had a low exposure rate of about 60% on desktop, meaning roughly 40% of customers never saw it because it sat below the fold. The team needed to understand how layout affected engagement and revenue.
The solution
Using Contentsquare heatmaps and behavioral metrics, the team A/B tested a redesigned layout with a reduced banner height to bring the carousel higher on the page, measuring exposure, clicks, scroll, bounce, exit rates, and conversion.
“Contentsquare answers the question of 'how' and 'why'. Our entire team is now familiar with unique behavioral metrics. We can sit in a room, take a look at the results and come up with a plan of action.”
RBRachel BronsteinFormer Website Optimization Analyst, Avon
The results, in context
The variant increased the carousel exposure rate from 57% to 82% (+44%) and lifted the click rate by +24%. Revenue attributed to the section rose +35%, and the variant segment drove revenue +6% higher than the control group, with visitors spending about 5 seconds longer on the page.