Login page: Bombas: Sock Brand Login and Account Engagement Optimisation
Hypothesis
Low account login rates for Bombas customers meant repeat purchase data was fragmented and loyalty programme engagement was poor. Improving the visibility and incentive messaging around account creation and login in the post-purchase and return-visit flows would increase repeat engagement.
Test Results
Key Learning
Context: Friction during the login page process causes users to abandon right when they're closest to converting.
What was tested: Login prompts that lead with specific benefits (earn rewards, track orders, faster checkout) significantly outperform generic 'Sign In' prompts. Placing account creation prompts immediately post-purchase (when customer satisfaction is highest) captures registrations more effectively than prompting at the beginning of a purchase flow. For loyalty-driven DTC brands, authenticated users have materially higher LTV than anonymous repeat visitors.
Result: No statistically significant difference was detected. This null result is still valuable — it narrows the search space and helps calibrate your minimum detectable effect for future tests.
How to Apply This to Your Site
This experiment tested login page: bombas: sock brand login and account engagement optimisation but produced no statistically significant change. The test was run on a signup page in the e-commerce industry. Inconclusive results suggest this particular change may not be a priority — focus testing effort on higher-impact areas.
Before you test: Consider that form tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
This result reached 95% statistical confidence, meaning there is a very low probability the observed effect was due to chance. Results at this confidence level are generally considered reliable for making business decisions.
What Was Tested
CROMetrics worked with Bombas (premium sock and apparel DTC brand) to increase account login rates across the site. Tests focused on the login prompt placement, benefit messaging (rewards, purchase history, faster checkout), and the timing of account creation prompts in the purchase flow. The programme tested multiple touchpoints including post-purchase email re-engagement.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
Related Experiments
Listing: Icon Labels
Problem: Visual elements on the listing aren't doing enough to communicate value, build trust, or guide users toward the next step.
Checkout: Remove Coupon Fields
Problem: Coupon and promo code fields on checkouts can distract users — they leave to hunt for codes, reducing completion rates.
Checkout: Remove Coupon Fields
Problem: Coupon and promo code fields on checkouts can distract users — they leave to hunt for codes, reducing completion rates.
Checkout: Fewer Form Fields
Context: Each additional form field adds friction to the checkout, increasing the chance users abandon before completing their submission.