Image A/B Testing

Wrigley is a global brand of chewing gum and sweets and a subsidiary of Mars Inc. Wrigley headquarters are in Chicago, Illinois. Wrigley launched in the UK in 1911 and its UK products are manufactured in a factory in Plymouth. Popular Wrigley brands include Airwaves, Extra and Hubba Bubba gum as well as sweets such as Skittles and Tunes. Wrigley was repackaging its popular gum, Extra, and wanted to know which product image would have the highest CTR among online shoppers.

The benefits of A/B testing when choosing a product image

THE BRAND
Wrigley is a global brand of chewing gum and sweets and a subsidiary of Mars Inc. Wrigley headquarters are in Chicago, Illinois. Wrigley launched in the UK in 1911 and its UK products are manufactured in a factory in Plymouth. Popular Wrigley brands include Airwaves, Extra and Hubba Bubba gum as well as sweets such as Skittles and Tunes.

THE CHALLENGE
Wrigley was repackaging its popular gum, Extra, and wanted to know which product image would have the highest CTR among online shoppers.

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THE APPROACH
mySupermarket designed three sets images for A/B testing and ran the different images simultaneously.

  1. A 4D (moving) image was tested against the original image.
  1. An image with a roundel of pellets (pieces of chewing gum) was tested against the same image with no pellets.
  1. Roundels were added to the image. The roundels were all yellow and contained a number, telling shoppers how many pieces of gum are in the packet. Circular and triangular roundels were both tested against the same image without roundels.

In all cases, the test ran for four weeks across the entire mySupermarket panel – approx. 40,000 shoppers per month – and the CTR was measured for all images.

THE IMPACT
4D moving images are a new way to make a product stand out from the competitors. However, the results were mixed and strangely, the two flavours of gum did not perform the same. Whilst the moving images were certainly more eye catching, a whole page of these images would have a negative impact on the viewer. It was decided that this new phenomenon needs further testing before brands know if it is worthwhile.

The roundel with pellets did not perform as well as the same image without a roundel, but the roundel with information about pieces of gum had a higher CTR than the image with no roundel. Based on these results, mySupermarket was able to recommend which images Wrigley should use on its product page to attract shoppers to their product.

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