{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Experimentation Edge","title":"Signet Jeweler's \"View All\" page made more money by showing less","html":"","width":"100%","height":180,"duration":1649,"description":"Summary\nCraig Kistler, VP of Experience Design, Personalization, and Experimentation at Signet Jewelers (the parent company of Kay, Jared, Zales, Peoples, and Banter), joins host Ashley Stirrup on The Experimentation Edge to unpack how a hybrid online-and-in-store jewelry retailer runs experimentation at scale. Craig shares the counterintuitive \"view all\" experiment where his team blocked the product grid, added friction on purpose, and grew revenue; why he optimizes for revenue per visitor instead of conversion rate; and how Signet deliberately traded a high-volume testing program for fewer, higher-value experiments. A practical listen for product managers, designers, and experimentation leaders building programs that compound.\nChapters\n00:45 What Signet Jewelers actually is (Kay, Jared, Zales, and more)\n01:45 From art school to UX to experimentation: Craig's background\n04:45 How experimentation is organized: a centralized model across brands\n06:45 From 40–50 tests a quarter to 15–25 value-driven experiments\n08:45 The \"view all\" experiment: adding friction to grow revenue\n12:45 One product page, many stakeholders: financing, warranties, chat\n15:45 Extracting learnings when an experiment loses\n18:45 Why revenue per visitor beats conversion as the north star\n20:15 Intent-based personalization and \"engagement season is every day\"\n24:45 Bringing the whole org along by tying insights to dollars.\nTakeawaysFriction can increase revenue. Blocking the \"view all\" grid and forcing a style choice sent shoppers deeper and lifted conversion and revenue, because the extra click added value.The three-click rule is conditional. Clicks only hurt when they're empty; a click that narrows thousands of options to dozens is a feature, not a cost.Revenue per visitor is the honest north star. Conversion rate can be gamed to 100% by making everything free or cutting bounce-heavy traffic; revenue per visitor can't.Fewer, bigger experiments beat high volume. Signet went from 40–50 tests a...","thumbnail_url":"https://img.transistorcdn.com/D9kLs0HSsqR4ttk_5ESEdC1jX-wmD76GK-OHmb3a9B8/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS80YTFk/MGU1MjJlODhlNjJh/MTdlZTZkN2Q1ODY5/OTdjYy5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}