Results: Does gender segmentation effect product purchases?

Main product image featuring just a woman

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Main product image featuring a woman and a man

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Does gender segmentation effect product purchases?

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Difference Between Versions:

Version A – Main product image featuring just a woman

Version B – Main product image segmented by gender, featuring a woman and a man


Key Performance Indicator (KPI): 

Product views, Cart additions, Overall orders


Test Goal:

Determine if segmenting content by gender impacts product conversions

 

Traffic Source:

Direct traffic; test targeted at 5% of new visitors who entered the site through the homepage

 

Audience: 

Male and female shoppers

 

Organization: 

Express - Popular men's and women's clothing retailer

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Test Run By and For

Express.com

Test Run On

Adobe Target

WINNING VERSION

A

Poll Results - The Best Guesses:

Does gender segmentation effect product purchases?

  • Version B
  • Version A
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The woman-only image won, by default. . .

Because the gender-segmented imagery lost. Big time.

Surprised? Read on to learn more. . .


Test Details & Background:

Express.com, an international apparel and accessories retailer, conducted this surprising A/B test in-house, for their own site.

The study was born out of the theory that most shoppers only want to see clothing relevant to them, based on their gender. Or, easily shop for gifts the opposite sex.

So, showing an image of either a woman, or a man, would make it easy for shoppers to self-select the clothing category they wanted to shop, and purchase products of interest.


 

Poll Results - The Best Guesses:

Does gender segmentation effect product purchases?

  • Version B
  • Version A
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Test Run By and For

Express.com

Test Run On

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