How Tuckernuck & Domaine Built a 550X ROI Testing Program with Visually

Months

Total Experiences & Tests

X

ROI

Background

Tuckernuck is a beloved American lifestyle and clothing brand known for its classic, colorful style and curated mix of apparel, accessories, and home. Since launching in 2012, the brand has grown into a major ecommerce business with a loyal customer base.

Challenges

Tuckernuck had experimented with A/B testing before, but hadn’t been able to build a full testing program and execute at speed. They knew they needed a strategic A/B testing partner to get there.

So with Visually and Domaine, their development partner, they built a strong collaboration:

Domaine leads the testing roadmap → Visually quickly turns ideas into live A/B tests → Visually serves the winners to all shoppers until Domaine implements them natively in the code.

The result:

  • More ideas tested, faster
  • Costly wrong assumptions avoided
  • More revenue captured from proven changes

Visually gave us the speed and support to turn ideas into live tests. The platform keeps getting easier and more powerful, and I love how I can say what I want in plain English and their AI quickly spins up an experience."

Rebecca Helfrich
Product Operations Senior Associate, Tuckernuck

Outcome

Here are a few of Tuckernuck’s winning tests:

PDP and Cart: Low Inventory Message

Tuckernuck launches new products frequently, and popular styles sell out fast.

To give shoppers real-time visibility into availability, the team tested a dynamic low-stock message based on the selected size: “Only X left!”

The message appeared on the product page and carried through to the cart, creating urgency while giving shoppers useful inventory information that could help prevent disappointment.

Result: +$899K estimated monthly uplift

 

PDP and Cart: Low Inventory Message
Tnuck & Domaine 4

Sitewide: Cart Reminder

Tuckernuck tested adding an urgency message next to the cart icon, shown once per session after a shopper added an item and navigated away:

“Your items are selling fast! Check out now to secure them.”

The team tested showing the reminder only on the homepage vs. across every page of the site. Sitewide won.

Result: +$1.15M estimated monthly uplift

 

Cart: Free Shipping Line Item

Tuckernuck offers free shipping to all US customers, but the benefit was easy to miss. To maximize visibility, they tested presenting shipping as its own line item directly below the cart subtotal, with the shipping cost clearly shown as “Free.”

This put the benefit exactly where shoppers were already reviewing their order and made it much harder to overlook.

Result: +$635K estimated monthly uplift

Cart: Free Shipping Line Item
Tnuck & Domaine 7

Cart: Express Checkout

Tuckernuck identified Shop Pay as a popular checkout method among its customers and saw an opportunity to remove a step from the purchase journey.

Rather than waiting until checkout to offer express payment, the team tested bringing it one step earlier by adding express checkout directly to the cart drawer.

Result: +$355K estimated monthly uplift

These are just a few of Tuckernuck’s wins since building its experimentation program with Visually and Domaine.
With a growing backlog of ideas and more tests planned, maintaining high testing velocity will be key.
For Domaine, Visually plays a key role in making that possible:

Visually is our preferred testing platform because it’s just so easy to use. Testing velocity is one of our key principles, and Visually allows us to achieve that, helping us move quickly without a ton of development support.”

Jace Coleman
Lead Strategist, Domaine

Personalized BFCM early access

Beyond A/B testing, Tuckernuck also uses Visually to launch targeted experiences at 100%.
For BFCM 2025, they used Visually’s UTM targeting to give Loyalty customers true Early Access for the first time, something their tech stack couldn’t support.