The Iconic has appointed a new software partner specialising in experimentation, as it looks to capitalise on the 16 million visits it secures per month.
With industry page load benchmarks noting every second delay reduces conversion by 7%, The Iconic implemented exhaustive tests to ensure real-time experimentation made no difference to site performance.
The Iconic CMO Alexander Meyer said he wanted to ensure any software did not compromise on site speed.
“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.”
Being an intuitive, user-friendly platform was equally important in the selection process so that the broader business teams could easily adopt the platform with little hand-holding from the retailer’s tech teams.
So what does The Iconic plan to test?
With millions of Australians now flocking to online channels to meet their needs during the pandemic, The Iconic is focused on enhancing data-driven decision making, faster feedback loops and heightened flexibility.
The experimentation platform enables The Iconic to test and learn with its over 16 million monthly visits.
Experiments run faster by processing at the edge (CDN), rather than in the browser, resulting in a 50 millisecond median page load time.
The platform now supports many Australian retail brands including The Country Road Group and Kmart.