Case Study: Targeted Testing, Personalization Yield Increased Online Revenues for 
Urban Outfitters

Urban Outfitters is a hip brand that's very popular with young adults (it's No. 71 on our list of fastest-growing retailers), so it makes sense that it would invest in e-commerce to better engage and market to its younger clientele. In particular, the retailer wanted to increase its website's conversion rate. Its solution? Better personalization. More specifically, using targeted testing of different creative, messaging and promotions to optimize the user experience.