Leading Australia and New Zealand e-commerce destination, The Iconic has chosen Optimizely as its experimentation platform to freely test, iterate and run experiments to improve its customer experience.
The Iconic is renowned for its diverse assortment, free and fast delivery, free returns and customer experience excellence. The pureplay retailer implemented exhaustive tests of the Optimizely platform to ensure real-time experimentation made no difference to site performance, considering every second delay in page load reduces conversion by 7%.
The Iconic chief marketing officer, Alexander Meyer said, “We pride ourselves on our site speed and Optimizely intuitively understands how important that is to a pureplay brand. With Optimizely 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.”
The Iconic head of sport and kids, Rick Burke added: “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. Our agile approach and dynamic pace mean we need intuition and speed in equal measure – with Optimizely we are able to tick both boxes.”
With the spike in online shopping during the pandemic, The Iconic is focused on enhancing data-driven decision making, faster feedback loops and heightened flexibility, along with continuing to deliver seamless retail experiences.
The Optimizely experimentation platform enables The Iconic to test and learn with its over 16 million monthly visits and innovate at scale without sacrificing website performance. Experiments run faster by processing at the edge (CDN), rather than in the browser, resulting in a 50-millisecond median page load time.
The Optimizely platform now supports many Australian retail brands including The Country Road Group, Kmart, and Appliances Online.