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mey: Success stories from e-commerce practice
Data-Driven Conversion Optimization for Sustainable Growth
mey and valantic collaboratively implemented a comprehensive program for Conversion Rate Optimization (CRO) with the aim of sustainably boosting the performance of the online shop and gaining deeper insights into user purchasing behavior.
Following an in-depth webshop audit and user data analysis, valantic introduced a structured A/B testing framework. Through continuous testing, data-driven hypotheses, and targeted adjustments, the e-commerce conversion rate was significantly improved.
In total, over 120 test hypotheses were developed and prioritized. Thanks to rapid validations and a clear data foundation, optimization potential was identified early on—preventing potential revenue losses of over €600,000.
Challenge
mey wanted to specifically improve the conversion rate of its online shop and establish a CRO program as part of the 2023 frontend relaunch.
Consulting approach
valantic conducted a comprehensive webshop and CRO audit, analyzed web tracking data, carried out usability tests and Clarity analyses, and established an A/B testing process with an introductory and proof-of-concept phase.
Customer benefits and solution
The webshop and CRO audit provided a solid foundation for the long-term optimization of the entire customer journey. Clear testing and optimization ideas combined with regular user data analysis enable a continuous improvement process that reveals which measures truly work. This approach ensures sustainable conversion optimization – with a measurable impact on revenue and customer experience.
The Company
mey is a traditional German manufacturer of high-quality bodywear based in Albstadt. The company has stood for quality, design, and sustainability for decades. In addition to its strong brick-and-mortar presence, mey increasingly focuses on its own online shop to offer customers a seamless shopping experience. With over 1,000 employees and a clear brand identity, mey is among Europe’s leading lingerie manufacturers.
The Challenge in Detail
mey is a long-established company offering premium daywear, nightwear, and lingerie. Since 2019, the manufacturer has trusted valantic as its e-commerce partner. In 2023, mey relaunched its online shop frontend and, in this context, launched a comprehensive conversion rate optimization (CRO) program jointly implemented with valantic.
Solution & Results in Detail
The project began with a detailed webshop and CRO audit covering the entire mey online shop. Web tracking data was analyzed, a full-funnel analysis conducted, and competitor evaluations carried out. Additional analyses included value proposition reviews, usability testing, and Clarity evaluations. Based on these insights, valantic developed a business case for the CRO program and established a structured A/B testing process in close cooperation with mey.
The project started with a three-month initial phase to implement the testing tool and conduct the first tests. This was followed by a proof-of-concept phase, during which the client team was gradually trained and integrated into continuous testing processes.
Subsequently, valantic supported mey in behavioral analysis, web tracking, and funnel analysis using tools such as Clarity, GA4, eTracker, and A/B testing databases like evidoo or Opal.
Solution and Client Benefits
The CRO audit was the ideal foundation for ongoing analysis and optimization of the online flagship store. Regular assessments of user behavior and purchase activity, combined with expert consulting, enable continuous improvement of both conversion rates and average order values.
Our process-based approach is entirely data-driven. Drawing from multiple data sources – including Contentsquare, Google Analytics, on-site feedback, and usability research – we define priorities, develop hypotheses, run A/B tests, and analyze the outcomes.
Do you have any questions or need assistance?
Vera Hofer
Consulting Lead / Senior Consultant Commerce, AI & Grow
valantic