How Hanna Andersson Uses Experimentation to Enhance Customer Experience

ixing app or website bugs? Adding new features? Looking to improve customer experience? No matter what the demand, they must all start from testing. This testing process can remain a one-time experiment, or your business can build a culture of experimentation.   

Morganne Hatfield, Marketing Analyst, Hanna Andersson, and Mary Kate Cash, the Sr. Manager Partner Marketing, sparked a conversation around experimentation and how they can help businesses. Check the link below to check out the whole chat. 

Hanna Andersson and AB-Tasty, An Overview 

Hanna Andersson is a clothing brand that focuses on children, toddlers, and families. Founded by a Swedish couple from their garage, the company soon grew into a vast brick-and-mortar business. First, they started as a mail-order catalog company, and today, they are e-com destinations.  

All designs are created in-house. Fun fact about Hanna Andersson, they are the brains behind the “matching pajamas for the whole family” look. 

AB Tasty, on the other hand, started as a Conversion Rate Optimization marketing agency. They soon grew into a roaring startup with their in-house tool called AB Tasty. In addition, they use Ai-Powered tools for platform optimization.  

They aim to facilitate all facets of the platform. Businesses can depend on them to display digital experiences to various customers. For example, show more person-specific products on their website and much more. Also famous for their work with AI-based audience segmentation — AB Tasty is a master of their domain.  

The Hanna Andersson Experimentation Program 

The experimentation program, as explained by Morganne Hatfield, is understandable in three segments:

1. Test Ideation

This is the stage where the team focuses on the development of new ideas for tests. They also map the roadmap for the test and take implementation decisions.

At Hanna Andersson, this is made possible by soliciting test ideas from the whole company. The work is not limited to just the test and marketing teams; anyone can send in suggestions. The aim is to build a testing culture where anyone can fill this online form.

2. Test Execution

After collecting ideas and mapping touchpoints, the next step is to dive into execution. This covers all tasks like implementation, quality assurance, and managing live experiments.

The same is done using tools like the one by AB-Tasty. A can speed up testing by utilizing such tools as they run on an automated engine and require minimal coding. They make testing more manageable and enhance the quality of the results.

3. Test Result Analysis

The last and final step is analyzing test returns independently. Finally, the team must take the time to determine winners and decipher the impact they will create on the end goal.

One critical point to note here is the duration of the test. Running an experiment or test for too short could lead to decisions before they reach any significance. Additionally, running them for too long could lead to a ton of unusable data.

Building a Culture of Experimentation 

So, how can your business create this culture of experimentation and make the most from every test? Here are a few pointers.

  • Start before a peak season. For example, in the case of Hanna Andersson, Q4 is critical as more families indulge in holiday shopping. This will give them better data to make the most for the test. Additionally, Q4 is ideal for getting consumer volume.
  • Pay attention to the setup process, the direction of the test, and the promotions you feature on them.
  • Look for an executive sponsor(s). This is a persona/people who will back you testing culture from upper management. Having the approval of the head of the departments is critical; getting them on board is the way to do it.
  • Establish communication progress. It is important to collect test ideas from the whole team and share wins and results with them. Program weekly test results to the entire leadership, merchandising, and sales team. This process gets the team fired up and contributes more ideas and more tests.

Defining Goals and KPIs

The only way to make the most of your experimentation process is by keeping a measurable end-goal and defining your key-performance insights. Here are a few guidelines: 

1. Conversion Optimization 

When running tests, the business must ensure full-funnel conversions. This process is aimed to provide the best customer experience enhancement. Place targets on a single aspect of user experience and then create hypostasis based on this. 

2. Risk Mitigation

If you have a minor bug, you can use a tool like AB tasty as a band-aid approach. More than adding features, often, their removal can also make your app/tool better. But, on the other hand, some features might not add significant value to your platform. 

For example, post-COVID, many in-app features might not make sense to the business; this is the time to test and eliminate.

3. Incremental Testing

Do not make massive changes with the way of experimentation. You can also use them to understand more minor changes. For example, adding a third-party platform or e-com vendors. It’s better to test and collect data from them before investing time and money. 

For Hanna Andersson, they ran a small experiment before adding PayPal to the website. This data also helps with contract negotiations and adding other tools over time.  

Critical Takeaways For A Brand  

Based on the above discussion, here are some of the critical insights for your brand.

  • Find a sponsor who backs your testing ideology—someone from the higher management or the decision-makers.
  • Dedicate a resource or a team-lead to ensure this is an ongoing process and not just a function of bug-fixing.
  • Learn from inconclusive tests, find out what could be done differently, and make changes.
  • Share your access outside of your department. Collect test ideas from every member of the team, also brag about your wins and results.
  • Start small. Collect ideas, test, review, and repeat — do not try to do more than one test right at the start.

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