Increased sales and user engagement on the Angry Beards e-shop

About the project

The uncompromising cosmetics brand for men, Angry Beards, burst onto the Czech market like a cannonball in 2017. The whole circus was founded by Tomáš Čech, a patriot from Třebíč through and through, and today the company consists of almost a hundred like-minded madmen. Angry Beards products for beards, hair, and balls have garnered thousands of satisfied reviews, and their intimate cosmetics set containing sports lubricant, deodorant, and boxer shorts with a "doodle" holder has become a gift phenomenon.

Angry Beards is not afraid of honest marketing and addresses its customers informally from the very first moment. In 2023, a sister brand of cosmetics for women called Busy B was also launched.

Main challenges

Angry Beards is a fast-growing e-shop whose products are already popular with hundreds of thousands of customers throughout the Czech Republic. Wanting to offer its customers not only a better UX but also to optimize the performance of its e-shop, it decided to replace its outdated and, above all, manually managed product search and recommendation solution with a significantly more sophisticated solution. To select the most suitable tool, it chose Zoe and a competing external solution, which it pitted against each other in a classic A/B test.

Solution

The implementation of both tools—Zoe and the competing solution—took place purely on the frontend, specifically on seven different recommendation areas (homepage, two areas on the product detail page, pre-basket, basket, recently visited, and thank you page), as well as within the search autocomplete and search results page.

Since Zoe.ai has a module for creating and managing AB testing within the product, it was decided to conduct the A/B test through Zoe, including traffic distribution, etc. For independent measurement, an A/B test report was set up in Google Analytics on the Angry Beards side.

Results?

After two months of A/B testing, the results were clear—a 70% increase in click-through rate (CTR) and a 300% increase in revenue from Zoe's recommendation areas alone, with a 5% increase in conversions in the Zoe group for searches.

Overall, Zoe recorded approximately 3% higher sales in its group than the competing tool.

Based on this, Angry Beards decided to completely replace the original outdated solution with the winner of the A/B test from Zoe.

As part of further joint development of personalization, we are now also intensively testing our new shopping assistant for an even better customer experience.