How Papier built a high-impact experimentation program with Kameleoon

Founded in 2015, Papier is a UK-based stationery and personalized gifts brand known for its refined design and premium customer experience. The brand has built a loyal customer base and a strong e-commerce presence.

‍With over 1.4 million monthly visits and a catalogue of 10,000 products, Papier combines creativity and technology to deliver beautifully crafted, customizable products that inspire everyday moments.

Experimentation has become a key growth driver for Papier. Since adopting Kameleoon, the team has increased their testing velocity from 1–2 experiments per quarter to 4–5 per month, generating measurable uplifts, including 5–6% average conversion lift on winning tests and up to 8% on some standout tests. Advanced server-side experiments allow Papier to test not just design and messaging, but core backend logic, including product listing prioritization and promotion mechanics. These experiments deliver actionable insights that guide strategic decisions across the UK and US markets.

Removing barriers to experimentation

More testing, deeper insights

Prior to Kameleoon, Papier faced constraints around test volume, goal tracking, and feature experimentation, which made it challenging to scale their program.


With Kameleoon, Papier has significantly expanded the scale and sophistication of its experimentation program, running up to 10× more tests than before. Advanced targeting and segmentation enable more precise, meaningful experiments, while seamless integration allows developers to implement tests efficiently.

Driving e-commerce performance

Creating a more intuitive experience

Papier’s success depends on making online shopping as easy as browsing in a physical store. To optimize this, the team tested a flick-through feature allowing customers to preview products without extra clicks, resulting in an 8% lift in conversions.

They also experiment with product page layouts, content, and design, tracking how changes influence the full purchase funnel to refine the customer experience and drive higher engagement and conversions.

Refining promotions with server-side testing

Promotions at Papier are a key driver of business growth. Using Kameleoon’s server-side testing, the team experiments with free shipping thresholds and discount depths, combining UX changes with backend logic. This data-driven approach helps the team identify promotions that maximize both conversion and average order value, while providing insights that inform strategic pricing, marketing, and customer engagement decisions.

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A connected tech stack for better analysis

Accurate data is central to Papier’s experimentation program. Test results flow seamlessly through Segment into Looker for in-depth analysis, tracking retention and other key business metrics. Integration with Contentsquare adds additional insight, helping the team understand how customers interact with variations and why certain tests perform better, turning data into actionable strategies.

Empowering all teams to make data-driven decisions

At Papier, product and development teams run experiments in Kameleoon, generating insights that guide decisions company wide. Designers use the results to refine the customer experience, while marketing applies them to optimize landing pages, segment paid traffic, and validate new promotional ideas. The product team also tests demand for new products before launch, ensuring smarter investments in development. Even teams that don’t run their own experiments draw on these findings to shape strategic decisions.

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