Does sharing your supply chain's sustainability efforts help customers make a purchasing decision? Does sharing your supply chain's sustainability efforts help customers make a purchasing decision? Our latest A/B Test suggest that is does. We conducted an A/B test for our transparency widget in the online store of the sustainable footwear brand CANO. The goal of the experiment was to analyze the effect of the widget on over 15.000 visitors between June 1 and June 12. The results show that online shoppers who saw the widget were more likely to purchase the item, compared to online shoppers that didn't see it.
During the experiment, all website visitors were randomly split into two test groups, Group A and Group B, at a ratio of 4 to 1. Each visitor was tagged in such a way that even during repeat visits, they would remain in their respective test group.
The results are a positive indication that consumers care about transparency, and are willing to support brands and products that share more about their supply chain in a unique and interactive way. Some key takeaways and points to still consider:
“fashion companies must come to terms with the fact that a more distrusting consumer expects full transparency across the value chain.” (McKinsey & Company highlighting the importance in radical transparency; State of Fashion 2019).
It is not a secret that nowadays shoppers aim to 'buy-in' to the stories of their favorite products. However, these stories need to be believable and trustworthy. Transparency is quickly becoming a standard in fashion, and more and more, fashion brands are trying to connect their sustainable and ethical efforts to the values of their customers. Sharing the products' journey and insights - in a transparent and trustworthy way - is an important and convincing first step.
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