Ecommerce ops · Production

Cynthia Rowley uses Nosto A/B Testing & Optimization to increase conversion rate by 15%

The problem

Cynthia Rowley wanted to rigorously A/B test and optimize their personalization tactics but was held back by testing tools that were too complex, required development work, or were not suited to ecommerce marketers, and worried that poorly converting test variations exposed them to revenue risk.

Workflow diagram · grounded in source
1
A/B test configured on category pages
trigger
“the first thing they wanted to test was a different strategy on some of their category pages with the highest traffic. They decided to test personalized product recommendations based on brand and product affinity versus the status quo ex…”
2
Personalized recommendations served
ai_action
“personalized product recommendations based on brand and product affinity”
3
Algorithm detects winning variation
ai_action
“In the 2nd week of the test, the algorithm detected a potential winning variation”
4
Continuous Optimization reallocates traffic
ai_action
“automatically began allocating more traffic to it, to minimize any negative impact the test could have on revenue. This happened seamlessly in the background, freeing the Cynthia Rowley ecommerce team from having to constantly check on t…”
5
Test results delivered
output
“the new recommendation strategy provided a 15% lift in conversion rate and an 8% lift in revenue per visitor”
Reported outcome

The first Nosto A/B test delivered a 15% lift in conversion rate and an 8% lift in revenue per visitor, with the Continuous Optimization algorithm automatically reallocating traffic to the winning variation mid-test.
The team is now fully equipped to run further tests across all Nosto-powered campaigns.

Reported metrics
Conversion rate lift15%
Revenue per visitor lift8%
conversion uplift (VP Ecommerce quote)18%
Reported stack
NostoCampaign TestingContinuous Optimization
Source
https://www.nosto.com/case-studies/cynthia-rowley/
Read source ↗

Frequently asked questions

What did this team achieve with this AI workflow?

The first Nosto A/B test delivered a 15% lift in conversion rate and an 8% lift in revenue per visitor, with the Continuous Optimization algorithm automatically reallocating traffic to the winning variation mid-test.

What tools did this team use?

Nosto, Campaign Testing, Continuous Optimization.

What results were reported?

Conversion rate lift: 15%; Revenue per visitor lift: 8%; conversion uplift (VP Ecommerce quote): 18% (source-reported, not independently verified).

How is this ecommerce ops AI workflow structured?

A/B test configured on category pages → Personalized recommendations served → Algorithm detects winning variation → Continuous Optimization reallocates traffic → Test results delivered.

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