faherty

Background

Inspired by surf sessions, road trips, and bonfires on the beach, Faherty is a family-led brand built on the highest quality products and materials. With a focus on sustainability and social responsibility, Faherty is committed to making thoughtful and intentional decisions to protect the environment. Their styles are not only incredibly soft and comfortable, but each backed with a lifetime quality guarantee.

With a major in Fashion Design, and over a decade in New York’s fashion industry, Mike inspires the brand’s passion for product and design. The team is constantly innovating on both their physical designs as well as their digital experiences. It goes without saying that Faherty is motivated by a strong brand vision, but admittedly, they’ve never been able to quantify or measure the impact of their onsite experiences.

It was time for the team to explore an A/B Testing tool.

We were very much lacking in that department. We were definitely in the market, and we shopped around for a few different options, but Visually was by far the best.

Challenges

Ultimately, Faherty was looking for a tool that could validate their hypotheses - to give them actionable data behind their creative and marketing initiatives to reveal how it all impacts their business.

But it was also important that the tool aligned with the needs of their eCommerce team. To Kirsten and Michelle, Visually stood out for the following reasons:

No-Code Editor - for a lean team, the ability to seamlessly create and visualize experiences in real time, without the need for developers, was invaluable
Native Shopify Integration - to build truly personalized experiences requires deep integrations into the catalog, checkout, and third party apps.
Synchronized Testing - a concern and limitation with other tools, Visually allows for running dozens of tests simultaneously, all without any impact on site speed.
Success Team - Visually’s CRO experts not only suggest, but also develop the tests. They are supportive and adaptable, willing to build almost anything a brand envisions.

SHIPPING THRESHOLD

Since the brand was first launched in 2013, Faherty offered Free Shipping to shoppers on orders over $100. It seemed like a reasonable offer, especially considering an AOV of about $250, but there was no data to show for it, and no attempts to ever increase the threshold.

10 years later... it all changed. One of the first tests Faherty ran was a shipping threshold test: $100 vs. $150 vs. $200. What did they discover?

After all this time, the $150 free shipping threshold was the optimal choice. With zero impact on conversion, the higher threshold drove a 2.9% increase in AOV. The team quickly moved ahead with the new $150 threshold, which is now in full effect across the site.

The best part? After running this test, Faherty was able to change the policies of their shipping carrier and ultimately reduce their overall shipping costs.

CONFIDENCE MESSAGES

Faherty offers 60 day returns on all of their products (excluding final sale items). This is indeed a shopper-friendly policy, and something worth highlighting throughout the shopper’s journey, beyond the returns FAQ page.

So Faherty began by displaying a “60 Day Returns” confidence message underneath the checkout button in the cart. It required almost no lift at all - just 60 seconds to insert a text box with the desired copy. What happened next?

Almost immediately, conversion skyrocketed. After just 6 days, the data showed a 10.5% increase in conversion rate, and a 13.2% increase in revenue per session. The test was quickly concluded and the new experience was rolled out to 100% of traffic. This is what we call a quick win!

What’s next? The confidence message has proven to instill a real sense of reassurance for shoppers, and thus worth communicating in other key points of the shopper journey. Kirsten and team went ahead and began testing in checkout as well - reiterating free shipping, 60 day returns, and Faherty’s guarantee of quality.

PARCEL PROTECTION

Faherty recently implemented a parcel protection upsell with Onward. They began with a relatively conservative rate of 1% of total cart value. Obviously, the results looked good - it was a new tool, so every bit of incremental revenue was a plus.

But the team was curious: How will an increased rate compare to the 1%?

Well, just a week after increasing to 2%, Faherty saw a 2.4% uplift in revenue per session. They immediately updated the default rate to 2%, and are now aiming to optimize with more aggressive rates, starting with 2.5%.

This test would not have been possible without Visually’s thorough Shopify integrations, not to mention excellent collaboration between Visually, Faherty, and the Onward team.

LOYALTY POPUP

Like many brands, Faherty had a dedicated page for shoppers to sign up for their loyalty program. Visually’s team suggested using a loyalty popup instead - containing all of the information, benefits, and signup fields on the shopper’s current page, without steering them away from their purchase journey. The popup triggered after a 30 second delay, so as not to conflict with the email and sms popup.

The results?

A 209% increase in loyalty signups! Say no more! This was clearly the way to go.

Hats off to our partner Yotpo on this one - would not have been possible without their commitment to a lasting friendship and a seamless integration.

Faherty has clearly seen some impressive wins from A/B testing with Visually. They've been able to successfully measure the impact of their marketing and creative decisions, and validate the hypotheses behind their onsite initiatives. Visually has been everything they could have wanted from an A/B testing tool.

But at the same time, and perhaps equally as valuable, is the ability to use Visually to craft uniquely personalized shopping experiences.

Something that I found extremely rewarding is how Visually has helped us execute promotions and experiences targeting specific groups of customers, showing them a unique creative while the rest of our site just remains business as usual. So for example, we've run VIP only sales where all shoppers can obviously still access our website, but only a certain group, those identified from a specific UTM, will be directed to the Visually powered experience. The team has just been so impressed with that - it has been so much better than the VIP sales we’ve tried to execute in the past.

Kirsten Kaminski - Site Merchandising Associate

For Kirsten and Faherty, Visually is not just an A/B testing tool. It is a platform and a team who are dedicated to empowering brands to build hyper-personalized, high-converting onsite experiences.

Faherty Adopts Visually As Their CRO Platform

Background

Challenges

Outcome