Momofuku’s gourmet noodles had amassed a steady following, but the brand was seeking new ways to amplify their success tenfold. The solution? Progressively optimizing the site to align with the future vision — without disrupting their current sales momentum.

Rooting site optimization in real customer preferences requires a lot of data, but collecting that data reliably can be a feat of its own. So, Momofuku partnered with the leading digital agency, VAAN, to achieve three key goals:

• Fully revamp the brand’s existing web presence 

• Seize new opportunities to optimize online sales 

• Validate major changes and creative risks with accurate insights

With rigorous split testing guiding their efforts, VAAN delivered on all fronts.

Turning hunches into hard data with comprehensive price testing

Average order value (AOV) is essential to Momofuku’s profitability. Since the brand’s famous noodles are both fragile and costly to ship, they historically protected their margins with two multipack options for online purchases: a 5-pack and a 30-pack. 

However, the gap between Momofuku’s two offerings left potential buyers hanging in the balance. Customers were missing that Goldilocks option — not too big, not too small, but just right. By adding a mid-tier 15-pack, VAAN believed the brand could reduce hesitation among shoppers who felt limited by the two options and, ultimately, capture more revenue.

Although VAAN’s past experiences implementing similar strategies supported their hypothesis, Momofuku’s team wanted peace of mind that another offering wouldn’t have the opposite effect — leaving their larger, more profitable noodle pack ignored.

To confirm whether the additional 15-pack would reduce cart abandonment and boost AOV, VAAN kicked off Momofuku’s migration with a five-step data-driven strategy:

1. Fast and reliable A/B price testing: Using Intelligems’ Profit Growth Engine, VAAN set up two-week split tests on Momofuku’s 15-pack option, gathering meaningful data over multiple cycles of customer engagement — without significantly impacting revenue.

2. Track clear, outcome-linked KPIs: Assessing changes in revenue per user, add-to-cart rate, and average product value, VAAN clearly proved how Momofuku’s new offering impacted profitability and conversions.

3. Implement tests sitewide: Segments of both mobile and desktop users saw the 15-pack on product listings and again in their carts, prompting them to upgrade early in their experience and at the moment of conversion. 

4. Roll out the test gradually: To reduce risk, just 10% of Momofuku’s site visitors were initially offered the 15-pack. After seeing positive trends, VAAN incrementally increased the test group to 50%.

5. Evaluate test results: While larger outcomes were reviewed quarterly, real-time data allowed VAAN to adjust tests dynamically and protect profitability, keeping Momofuku on track on a daily basis. 

Momofuku increased revenue per user by 12% with a site built around customer needs

With advanced testing features, real-time analytics, and precise conversion data, Intelligems helped VAAN de-risk every stage of Momofuku’s migration, improving the brand’s margins and unlocking a host of notable wins:

• 12% increase in revenue per user on mobile

• 9% lift in add-to-cart

• 8% boost in average product value

• 13% jump in overall revenue

These results give Momofuku the confidence to fine-tune offerings across their new site and strengthen customer trust with a tailored offering for all customer segments. 

Why top agencies partner with Intelligems for fast and reliable testing

Purpose-built for Shopify, Intelligems helps agencies and brands alike test and optimize every aspect of their site for peak profitability with rich testing features and analytics, including:

• Content, theme, and template testing, plus a Javascript API for custom tests

• Profit optimization testing, including prices, offers, and shipping rates

• Advanced multi-group testing on specific customer cohorts

• Analytics dashboards with real-time insights 

And with hands-on technical assistance from Intelligems’ support team — even at a moment’s notice — VAAN guarantees a seamless experience across their entire portfolio, including top clients like Momofuku. 

Following the success of the 15-pack experiment, regular A/B testing with Intelligems is now a pillar of Momofuku’s ongoing strategy. Today, the noodle brand explores creative concepts with data on their side — and without putting profit at risk. 

Optimize your creative choices for conversions and profit with Intelligems

Exceptional ecommerce experiences go beyond branding, catering to customer preferences that increase conversions and revenue. And that requires continuous, robust testing. 

Intelligems’ Profit Growth Engine is the key to understanding exactly what moves the needle, ensuring every element of your site inspires action and, ultimately, lifts your bottom line.