In the UK Samsung has a strong brand profile yet the brand was not converting that into sales on the website. To improve the site’s user experience (UX) and sales conversion rates, A/B testing of changes to content and design were used to make the website simpler, more relevant, and more customer-friendly. Total sales on samsung.com increased by 62% and conversions by 54% in 2019. A/B testing identified that at least 16% of the sales increase came from UX improvements. It is calculated that the short-term revenue ROI was £4.10 for every £1 invested.