Kiehl’s Revenue Growth through Basket Page Optimization

This case study details Kiehl’s approach to increasing revenue through basket page optimization on their e-commerce platform. The primary objective was to maximize total revenue generated on their website by enhancing the shopping experience. The digital teams implemented a visual gauge on the basket page, indicating how much more customers needed to add to their basket to receive a free gift. This strategy aimed to encourage shoppers to increase their average order value and strengthen customer loyalty. The results of the A/B test showed a significant increase in engagement, with a 7% rise in clicks on the call-to-action and an almost 5% increase in average basket size. Overall, Kiehl’s experienced a 31% increase in total revenue, along with 25% more additional purchases and 31% more revenue per visitor. The study emphasizes the importance of balancing urgency with substantive incentives to effectively prompt consumer decisions during the purchasing process.