Background: Echo Pop launched in May 2023 as a smart speaker that could fit in into any space. Teams had not tested, however, which creative and messaging would best show the value propositions of Echo Pop. A Multivariate Test on imagery and product titles was needed!
Insights: Customer insights indicated Alexa, room use-case, and small size of Echo Pop were important themes for customers.
Hypothesis: If we highlight the small size of Echo Pop by featuring rooms where it’s placed in, then we will drive an increase in sales due to helping customers better understand how Alexa can fit into their apartments or homes.
Work:
25 different combinations of Product Page (5 images, 5 titles) tested for Echo Pop
Winning version of Echo Pop’s Product Detail Page
Results and impact: The updated product detail pages drove statistically significant positive results with +X% increase in sales and expected +XXK incremental sales. I shared these results with 12+ cross-functional teams to show benefits to customers of creative testing and drive future experiment hypotheses across other devices.