Magic: The Gathering // eComm Case Study

The Client: Magic The Gathering

The Challenge: A/B test the effectiveness of robust, photography-driven A+ content across select Magic: The Gathering product detail pages.

The Testing Approach: 7 A/B tests were run over a total of two months in the height of holiday shopping season. Version A of each test featured artwork-focused visuals whereas Version B featured visuals rooted in lifestyle photography.

The Results: 5 out of 7 tests favored Version B and the photography-driven A+ content, with an average probability rate of 87%. The total estimated sales impact across the 7 items tested was over $107,000 in potential revenue.

Moving Forward: As a result of these A/B tests, our team of designers, copywriters, and SEO analysts developed a conversion-rich PDP strategy for Magic: The Gathering, including optimized high and low funnel SEO keywords, robust product descriptions, and a consistent, recognizable visual identity aimed at combating third party sellers and knock offs.

Credits: Creative Direction - Ariel Suom, Graphic Design - Luis Zurita, Copywriting - Jamie Michalak