Success Stories

The Gioi Di Dong increases revenue per session by 17% with split-testing

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About The Gioi Di Dong

Leading Vietnamese electronic retailer, The Gioi Di Dong has over 1100 stores in 63 provinces. In 2017, the company saw profits rise to 1bn USD, taking over rival Saigon co.op as Vietnam’s number one consumer electronics retailer. The retail giant has developed a comprehensive online store to support its chain of High Street outlets.
The Gioi Di Dong's Conversion Puzzle

The Gioi Di Dong eCommerce offers a high number of promotions, sales packages and features that were cluttering the pages and hindering the customer journey, harming conversions and stopping users along the sales funnel.  

With so much to offer, The Gioi Di Dong’s biggest challenge was to deliver personalized experiences on mobile web that wouldn’t overwhelm but entice their customers, smoothing over the path to purchase. Collaborating with Insider, the retail giant experimented with different layouts of product pages, CTA content, and button design and positioning. 

The Test for Success

Using Insider’s segmentation technology, The Gioi Di Dong’s new customization focused on mobile users, where most of their customer traffic is concentrated. Four page options were then implemented to split test. After designing and implementing the pages, the four main differences were as follows:

  • Option 1 – The original The Gioi Di Dong product page
  • Option 2 – A shortened design of the original product page, removing some of the information
  • Option 3 – The original design, but with a higher placed and more noticeable call to action
  • Option 4 – The shortened design of the original page with a higher placed and more noticeable call to action
 

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