How we helped Brother gain clearer audience insight
Brother worked with Fabric to gain clearer customer insight across digital channels. By improving segmentation, simplifying journeys, and optimising experimentation, the team achieved stronger engagement, clearer intent signals, and improved click-through rates to retail partners.
CRO, A/B Testing, UX & Funnel Optimisation
SItecore
The Challenge
Brother’s European websites serve both consumer and business audiences, with most purchases taking place through third-party retailers rather than directly onsite. This made traditional CRO measurement more complex, so the focus needed to shift toward understanding audience intent and optimising journeys that direct users to the most relevant products and retail destinations.
Two key areas of opportunity were identified:
- Printer Category Landing Page: One of the highest-traffic pages across the UK, France, and Germany sites lacked clarity around user intent. Brother wanted to better understand whether visitors were shopping for home or business solutions.
- EcoPro Toner Subscription Page: A growing consumer service, but with limited insight into whether users already owned a Brother printer, making it difficult to tailor messaging and guide next steps effectively.
The Strategy
Fabric designed and implemented a series of audience segmentation tests to uncover user intent and improve the customer journey across key touchpoints.
1. Printer Landing Page Test
We introduced a self-segmentation block asking visitors: “Are you looking for a home printer or a business printer?”
- Responses were tracked in Google Analytics, allowing Brother to analyse audience mix and redirect users to more relevant pages.
- The test revealed that home users made up the majority of site visitors across all key European markets.
- After launch, both the home and business landing pages saw strong increases in engagement and onward clicks to product content and third-party retail sites.
2. EcoPro Toner Subscription Test
A second segmentation experiment ran across five markets (UK, France, Germany, Italy, and Spain), asking users if they already owned a Brother printer.
- Over half of engaged users confirmed that they already had a printer at home, giving Brother clear data to refine messaging for this group.
- Users who didn’t own a printer were encouraged to explore compatible models before signing up for EcoPro, creating a smoother and more logical customer journey.
- This test not only improved subscription sign-ups but also uncovered a new opportunity to drive printer sales through targeted user journeys.
The Results
The project gave Brother a much clearer understanding of its website audience across multiple European markets, revealing how different users navigate the site and what drives them to purchase.
Through self-segmentation testing and audience analysis, Brother gained actionable insight into the split between home and business users, enabling more targeted journeys and content. Improved on-page clarity led to a stronger click-through rate to purchase pages, a rise in EcoPro subscription sign-ups, and a noticeably smoother, more intuitive customer experience across markets.
Don't take our word for it, take theirs!
“Fabric combined GA4 best practice with a deep understanding of our unique setup.Their technical expertise gave our teams confidence in the data — and clarity across the business.They don’t just implement; they listen, adapt, and deliver.”
“We work with some of the biggest sports organisations in the world, so having absolute confidence in our data is critical. Fabric came in and delivered a full GA4 solution that met the standards we needed, while working closely with my team to make sure everything was done properly.
"Fabric have run multiple A/B and MVT tests across the site, uncovered some unexpected results, and been able to test bigger changes before committing to development. They also reviewed our site speed and recommended simple fixes — one of which reduced load time by 30%. Fabric have been brilliant at prioritisation, listening to what we need, and helping us move faster while making smarter decisions.”
