Optimizing Nordik Group’s sales through A/B testing
Conduct A/B tests during the holiday season to optimize the sale of gift certificates and packages
Driven by its mission to make a real difference in people’s lives, Groupe Nordik continues its expansion by seizing new business opportunities, forming partnerships, and executing ambitious and promising projects. With over 600 employees now spread across Winnipeg, Whitby, and the Outaouais region in Quebec, the company has established itself as a major player since its inception. The Nordik Spa Village in Chelsea, Quebec, welcomed its first visitors in 2005, and through constant innovation, it has become the largest spa in North America.
The various Groupe Nordik locations stand out with their enchanting settings, nestled in natural, wooded landscapes near urban centers. Each site incorporates fundamental elements such as wood, stone, water, and fire, creating a warm, relaxing atmosphere. Groupe Nordik’s e-commerce team called on Axial to carry out its first A/B testing mandate to optimize its platforms and interfaces during the busy holiday season.
Challenges and objectives
01
Conduct as many tests as possible to optimize conversion and average basket size during a very short period of time.
02
Drive as many visitors as possible to the purchase platforms to ensure revenue growth.
03
Adapt to the response from three different markets across Canada and two languages for each test.
04
Implement tests on the client’s various platforms and technologies.
Our solutions
We began implementing A/B tests on Groupe Nordik’s websites in 2022. What started as optimization during the holiday season has now expanded to all of the client’s sites and platforms, where tests are conducted year-round to optimize metrics and performance.
The Holiday season is a crucial time for Groupe Nordik in terms of gift card and package sales. We had only a few weeks to conduct as many tests and gather insights as possible to deploy optimized versions for the final days before Christmas, when more than 50% of the seasonal sales occur.
With the optimization culture now firmly rooted in the Groupe Nordik team, every new feature was first tested with an A/B approach before being widely deployed. This ensured its proper functioning and guarantees that the desired performance was achieved.
- Research and selection of an A/B testing tool
- Use of A/B tests, multivariate tests, split tests, and bandit tests
- Creation and prioritization of hypotheses to test during the holiday season or year-round
- Addition of user research tools to enhance analysis: exit pop-ups, session recordings, and heatmaps
« The Axial team uses its essential expertise to optimize our digital platforms and maximize their revenue potential. »
Benoit Pierre Delorme – Manager, Digital Strategy
« The testing and optimization period in November and December for Groupe Nordik is a real race against the clock. We aim to optimize and test our hypotheses as much as possible, to see our metrics improve from one test to the next and from one year to the next. It’s a highly stimulating challenge for us, and we get great results for the client! »
Émilie Roy, Marketing and strategy director
Extent of work
Business and digital strategy
- User research
- UX/UI design
Optimization and marketing
- Conversion rate optimization
- A/B tests
Project management
- Project planning and management
