Wingify × Yankee Candle
Wingify x Yankee Candle, user research powers A/B testing wins
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Why it works
The case study earns its headline number by tying the result directly to a specific test variant at 100% statistical significance, which is a credibility detail many CRO stories omit. The research-to-test pipeline is the actual mechanism: qualitative user research informed the hypothesis, which was then validated quantitatively. The story is thin on emotional texture and the customer voice is absent, which limits its persuasive ceiling.
Steal this
Lead with the research-to-result chain: show that a qualitative user study generated the hypothesis, then show the quantitative test result. This two-step mechanism is more convincing than a test result alone.
Click to enlarge ↗ This is editorial commentary and curation. The case study, screenshot, and all metrics are Wingify's published work; we link to the source and lead with our analysis.