How Vessi uses data to drive operational decisions, conversion
Apparel brand Vessi is always considering conversion when deciding on what to test and implement, according to Ray Hua, director of D2C and lifecycle marketing at the company. He told Digital Commerce 360 that his role surrounds maintaining a good site experience for visitors. Hua elaborated that conversion rate optimization (CRO) discipline guides much of […] The post How Vessi uses data to drive operational decisions, conversion appeared first on Digital Commerce 360.
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Apparel brand Vessi is always considering conversion when deciding on what to test and implement, according to Ray Hua, director of D2C and lifecycle marketing at the company. He told Digital Commerce 360 that his role surrounds maintaining a good site experience for visitors.
Hua elaborated that conversion rate optimization (CRO) discipline guides much of his work at Vessi. “We want to run tests,” he told Digital Commerce 360. “We want to run three to four tests per month, no matter how big or small.” Those tests are to gather customer feedback that Vessi then turns into insights to identify friction points.
He noted that Vessi reviews on-site funnel data on both a daily and weekly basis. It looks at different drop-off fluctuations from week to week, as well as qualitative feedback from customers, which includes issues at checkout. Those data points inform Vessi’s conversion-testing strategies, Hua said.
That can guide changes to copy on product detail pages (PDPs). It can also lead Vessi to work on product changes. “It’s really a lot of CRO in different disciplines — in creative, in copy — at the end of the day to drive that add-to-cart and conversions,” Hua said. He added that Vessi doesn’t “create work based on assumptions.
Let’s work on things that we identified as frictions from data points, whether qualitative or quantitative.” Charts & Data Vessi targets 'clean' product data to maximize AEO opportunities Abbas Haleem | Apr 29, 2026
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This briefing is based on reporting from Digital Commerce 360. Use the original post for full primary-source context.
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