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Can You Guess Which Test Won?

Does gender segmentation effect product purchases?

Main product image featuring just a woman
express-version_a-smClick here to enlarge
Main product image featuring a woman and a man
express-version_b-lgClick here to enlarge

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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


Male and female shoppers


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

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