Find out how Threadless tailors messages to visitors from social networks like Facebook, allowing them to change the customer experience based on prior website behavior. Run your business with unprecedented agility with help from the Monetate Success Team. View more website optimization resources at http://www.monetate.com/resources

1. customer story:
the perfect design
of analytics & agility
a publication from

2. the perfect design of analytics & agility
About Threadless
Threadless is a community-based company that prints graphic designs
created and chosen by a very passionate and talented group of artists.
Visitors to Threadless.com vote on thousands of monthly submissions.
Winners receive cash rewards and Threadless gift cards, and have their
work printed on clothing and other products sold on the website and in
physical retail stores.
Two friends each chipped in $500 to start the company in 2000. Today,
Threadless is thriving with a community of more than 2 million members.
It also has a social presence that any retailer would envy, including more
than 475,000 fans on Facebook and close to 2 million Twitter followers.
With Monetate, we are able to put the
retail experience first and the community
experience first at the same time.
– Todd Lido, Marketing Director
a monetate customer story | 2

3. the perfect design of analytics & agility
The Monetate Success Team sat down with Todd Lido, Marketing Director at Threadless, to talk about his experiences with Monetate.

Why did Threadless decide to work with Monetate? What do you like most about Monetate?
We were looking for a tool that would allow us the flexibility to quickly The most impressive thing about working with Monetate has been the
change website content, test, and dynamically serve messages and offers proactive support we get from our Client Success Team. Our weekly calls
to distinct audiences. bring new ideas regarding what we should try next and open a dialogue
that creates a true partnership.
We looked at a few different players in the space, and ultimately decided
that Monetate had the best solution. More importantly, we really thought The team at Monetate constantly shares new ideas and best practices that
that Monetate offered the most impressive analytics package. It was we may have never thought about doing. These are ideas that we often
difficult for us to find a similar tool with such robust reporting, especially run with, and that have a measurable impact on our business. This type
when it came to confidence levels with tests. Monetate has proven to be a of collaboration adds a ton of value and helps us get the most from our
true leader in that space. investment. What may seem like a no-brainer to have with every vendor is
actually quite rare and is very much appreciated.
How does Threadless use Monetate?
I view Monetate as a valuable part of our business in two ways. First, there
is website testing and optimization, and then there’s dynamic content
management. Our website testing has really centered on copy variations
and A/B/n variations of offers. We’re definitely heading towards doing
more tests that will help dictate permanent website changes.
Another primary application for us has been geotargeting. International is
a big part of our business, and being able to customize website content,
offers, and messages for visitors from around the world is extremely
important and has been invaluable to Threadless.
a monetate customer story | 3

4. the perfect design of analytics & agility
How does Monetate contribute to the success of Any final thoughts or favorite campaigns?
Threadless on Facebook and Twitter?
It’s hard to pin down one or two campaigns that stand out because I’m
To know that certain users are coming from a social channel like Facebook really excited about everything that we are doing. But one campaign that
allows us to tailor a message to these visitors. Just knowing which call- comes to mind is how we were able to promote a retail partnership with
to-action caused the visit allows us to change the customer experience. The Gap, allowing visitors to find local stores carrying our products. We
There’s a lot of potential to get lost in the user experience because there’s also did some great international messaging regarding shipping options
so much going on. Monetate helps enable us to funnel traffic to what we to different countries.
believe is the primary reason for the visit.
No matter what we’re doing—and we’re doing a lot—the marketing
For instance, we don’t want to hit visitors over the head with a shipping department can get something up on the website without involving
offer when they may just want to comment on a forum or score a design. anyone else on the front-end team, which is working on bigger initiatives.
We need to avoid distractions in the customer experience at all costs, so Monetate really has incredible potential to get people inside our company
we test relevant messages in the same site locations to different visitors. to rethink what Threadless is and put the design process further to the
forefront in the user experience.
With Monetate, we’re able to put the retail experience first and the
community experience first at the same time. There’s still a ton of potential
to do social better, and we think Monetate can help.
It was difficult for us to find a similar
tool with such robust reporting.
– Todd Lido, Marketing Director
a monetate customer story | 4

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