Rent-A-Center
A/B Testing Journey · Retail — Rent-to-Own
United States
Measurable conversion uplift on the product detail page through disciplined A/B testing.
Rent-A-Center (RAC) is one of the largest rent-to-own companies in the United States, offering furniture, appliances, electronics and computers through flexible, no-credit-needed payment options across thousands of retail locations and online.
RAC wanted to improve engagement and conversion on the product detail page by removing friction in the customer journey and increasing click-through on the primary call-to-action — driving more product web orders, approval web leads and reservation conversions.
- Improve user engagement and conversion on the product detail page by identifying friction points in the customer journey.
- Increase click-through rate on the primary CTA to drive product web orders, approval web leads and reservation conversions.
- Validate the hypothesis that a simpler UI layout with a more prominent CTA would reduce friction and improve measurable conversions.
Designed and executed an end-to-end A/B test in Optimizely — two variants against the original control over a two-week period, with a 50/50 traffic split across 215,000+ visitors.
Variation #1 featured a simplified UI layout with clearer, more prominent CTA placement — delivering +2.7% product web orders, +4.3% FOC conversion and +1.7% reservation conversion.
Variation #2 tested an alternate design approach, achieving +0.63% FOC conversion and +2.18% reservation conversion.
Rolled the winning variant (Variation #1) out to all users, directly contributing to higher revenue, improved user experience and measurable conversion uplift across all key metrics.
- A data-validated design decision rolled out to 100% of users.
- Measurable conversion uplift across orders, approvals and reservations.
- Reduced product-page friction and stronger CTA performance.
- Higher revenue contribution from the winning variant.
Explore a similar engagement
The Rent-A-Center a/b testing journey was delivered by the Royal Cyber Optimizely Center of Excellence. Tell us your objective and we will scope a comparable approach for your business.