YSL Beauty products are sold in both online third party boutiques, as well as on their own proprietary website. They were wondering what is the best order of the menu. They hypothesized that switching the positions of the “Exclusive Offers” and “New Products” menu items would impact sales.
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The original version prioritized the "New Products" item.
By putting the "Exclusive Offers" item first instead of "New Products", YSL appealed to visitors' appetite for special and exclusive offers.