Run your business with unprecedented agility with help from the Monetate Success Team. View more website optimization resources at http://www.monetate.com.resourcesRun 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:
quickly test and deploy
winning ideas
a publication from

2. quickly test and deploy winning ideas
About Free People
One of America’s leading multichannel apparel retailers, with roots
stretching back to the 1970’s, Free People today has 37 retail stores,
a catalog business, plus a wholesale business operating out of three
showrooms, in New York, Los Angeles and Chicago.
In addition, the company sells to approximately 1,000 specialty stores
worldwide plus select department stores. Since its launch in 2004,
FreePeople.com has found great success with online shoppers who are
looking for a little something special in their experience.
www.FreePeople.com
a monetate customer story | 2

3. quickly test and deploy winning ideas
Monetate is proving to be a valuable tool
to discover new information about our business, sometimes as
valuable for what it shoots down as what it confirms.
- David Hayne, Managing Director
a monetate customer story | 3

4. quickly test and deploy winning ideas
We sat down with David Hayne of Free People to talk
about how this leading apparel retailer uses Monetate.
How Does Free People Use Monetate?
We use Monetate in two ways. We use it for a lot of A/B testing; for
example, two different home page designs. This sounds simple but if
you don’t have a good tool for it, then it’s not as simple as you would
think.
With Monetate, we can do a 50/50 split test of different versions of the
home page very easily. That quickly tells us which produces higher
conversion rates, average order values, and other metrics that help
drive revenue.
From an A/B testing standpoint, that’s huge. And while the home page
is perhaps the most obvious place to test, we also test on many other
parts of the site, like on our cart page.
The other big way we’re using Monetate is as a first line of defense in
new web development. We quickly found that doing development with
Monetate is easier than building something into our core platform, even
though we have a fairly nimble development platform. For companies
with a more rigid development environment, this would be a huge
selling point for Monetate.
a monetate customer story | 4

5. quickly test and deploy winning ideas
A good example is on our category pages where people can pop open off, check items in your cart.” It gets them back into buying mode and
a “quick view” modal window to view products. We did that almost we can do that because Monetate is able to tap into the cookie value
entirely with Monetate – not the display of the modal window but the of the cart contents.
triggering of it – so 50% of our traffic saw the Quick View link, the other
Then we wanted to test how free expedited shipping affects conversion
50% did not. That told us whether we should build this into our system.
and average order value (AOV) for certain types of customers. We used
Overall, this blending of A/B testing and new development is where I Monetate to present free two- or three-day shipping to certain groups
see Monetate’s biggest value. of customers (using some clever behind the scenes stuff where our
cookies and Monetate cookies both come into play). Monetate enabled
Whenever we ask ourselves “Should we be doing this?” the next
an extended A/B/C split across customer deciles which taught us a
question is “How do we build this into a test with Monetate, either as
lot about how shipping offers encourage or discourage purchasing,
an A/B test, or can we just have Monetate do this on the fly?” Monetate
including important metrics about net revenue.
can usually implement quicker than we can get our development team
to build it into our platform. So Monetate is proving to be a valuable tool to discover new information
about our business, sometimes as valuable for what it shoots down as
Have You Found Other Uses for Monetate? what it confirms.
Yes, we do some basic search traffic targeting, so if you visit the site
via a search engine you see something like Welcome Googler to reflect
our awareness of where you came from. Also, whenever a returning
customer has an item in their cart we message them, on whatever
page they land on, with something like “Hey, pick up where you left
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6. quickly test and deploy winning ideas
Any Final Thoughts or Favorite Campaigns?
We really like the platform synergy, the ability to marry information
between the Monetate layer on the front-end and our platform on the
back-end.
Campaign-wise, our easiest win was international traffic, throwing up a
message on our site saying, “yes, we can ship to you.” That was a piece
of cake, one of the first things we did, and very effective.
Within the organization as a whole, the extended testing around free
shipping really opened some eyes. Learning that has been huge for us.
Monetate can usually implement
quicker than we can get our development
team to build it into our platform.
- David Hayne, Managing Director
a monetate customer story | 6

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