🆎 The impact of our A/B tests

At Aiden, we've been working on our vision for guided selling for four years. E-commerce is broken and we want to radically, but pragmatically, fix it by digitizing in-store advice. Not for nothing, our mission is to make great advice available to everyone.

For consumers, this means digital advice is available in the moment that matters so that they can make the right choices independently without having to invest their valuable time and effort. They don't have to become experts to make a choice, they simply use a product finder to help them do that.

We're also happy to give this same experience - not having to become an expert, while still benefiting from the best choices - to our customers: the online stores. They're also busy, overloaded with options, information and other projects and priorities. But they do want the maximum return from their product finders, without always having to invest time and effort in this.

A/B testing our product finders

Based on our expertise, we help online stores in all kinds of ways to make the best product finders. This is not only about the content, but also about the format: we see it as our responsibility to provide the best possible user and advice experience. This is painstaking work where placing a single button, icon or color can have a significant impact on the result.

This is, of course, the premise of A/B testing.

Some stores are able to continuously test the design and interaction of their apps independently, tweaking and perfecting so that they stay seamlessly in line with their goals and KPIs. (By the way, this doesn't apply to a major player like Bol — they quit their guided selling project after about a year.)

However, we believe that's a huge destruction of capital. Most online stores simply don't have the budget, time and focus to do this. And, even if investing in them is an option, they work with a limited (er) dataset, so results are not always reliable.

So here we saw an excellent opportunity to add extreme value for our customers. Aiden is the guided selling expert. This is all we do and we love it! Together with 100+ web shops with 1,000+ product finders, we are changing the e-commerce landscape from within. We have the time, budget, focus and data to perfect our solution through A/B testing. Without online stores having to invest independently, but being able to benefit from it.

The results of A/B testing by Aiden

Over the past few years, we've conducted dozens of A/B tests to improve Aiden. From small to large, from layout, design and interaction improvements to testing entirely new features such as our innovative product check.

And with strong results. Because while an individual test can sometimes make only a small difference (+1%), our continued investments cause significant shifts in the impact of guided selling. For example, our completion rate (the percentage of users who complete the flow and thus receive an advice) has grown over the years from 75% to 91% and the click-through rate (the percentage of users who click on the advice) from 45% to 61%. All of this while we grew from 1 to over 1,000 live product finders.

Aiden continues to work hard on the impact of our guided selling software. Because we enjoy it. And so do our customers - and their customers -: they benefit from the best choices without having to wrack their brains on it themselves.

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