Conversion Rate Optimization
Women’s Lingerie Brand.
Website
NDA
Services
Industry
Underwear/
Lingerie
Platform
CRO Program
CRO Audit
A/B Testing
Qualitative Research
Quantitive Research
About Brand.
It is a Canadian-based underwear and lingerie brand known for its comfortable, stylish, and high-quality products. With a strong reputation in the Canadian market, they sought to expand its reach into the competitive US market. The brand focuses on empowering women by offering a diverse range of lingerie that combines fashion with function.
Project Background.
Despite their well-established brand presence in Canada, the brand faced challenges as they expanded into the US market. Their existing website attracted significant traffic, but the low conversion rates on product pages were a barrier to achieving their growth targets.
The brand realized the need to optimize their online shopping experience to resonate with the US audience and drive higher conversions.
Project Objectives.
1.
Increase Conversion Rates
Improve the percentage of visitors who completed purchases on the website, particularly on product pages.
2.
Reduce Cart Abandonment
Address the high cart abandonment rates by identifying and eliminating barriers in the checkout process.
3.
Boost Revenue Per Visitor
Increase the average order value and overall revenue generated from site visitors.
Project Process.
Phase 1: Planning & Requirement Analysis
Conducted a detailed audit of their existing website to identify key areas of improvement. This phase involved an analysis of metrics, user behavior, and customer feedback to pinpoint the root causes of low conversions and high cart abandonment.
Phase 2: Development & Customization
Based on the audit findings, we developed a series of hypotheses for A/B testing. We also worked on UX/UI enhancements, focusing on improving site navigation, optimizing product pages, and simplifying the checkout process.
Phase 3: Testing & Optimization
Conducted extensive A/B testing to validate the impact of proposed changes. This included testing variations of product page layouts, CTAs, and checkout flows. Continuous monitoring and optimization were done based on test results.
Phase 4: Deployment & Monitoring
Successfully implemented the winning variations and monitored their performance over time. We used analytics tools to track key metrics and ensure sustained improvements in conversion rates and revenue.
Research Methods.
Google Analytics
Analyzed user flow, bounce rates, and conversion funnels to understand how visitors interacted with the site and where they dropped off.
Heatmaps, Scroll-maps
Visualized user engagement with various page elements, identifying which areas attracted the most attention and which were overlooked.
Session Recordings
Observed real user sessions to gain insights into user behavior, identifying pain points and usability issues that hindered conversions.
Usability Testing
Conducted tests with target users to gather feedback on site usability, navigation, and overall user experience.
Surveys & Polls
Collected customer feedback through surveys and polls, gaining insights into their preferences, concerns, and motivations for purchasing.
In-depth Interviews
Engaged with loyal customers to understand their buying journey, preferences, and expectations, which informed our optimization strategies.
Before & After A/B Testing.
As part of the CRO program, we created wireframes representing the ’before’ and ‘after’ states of the product pages. The ‘after’ state reflects the winning changes that were implemented based on successful A/B testing.
Before:
After:
Photo Gallery Layout
Before: A basic image gallery with limited interaction.
After: Enhanced layout with larger images, zoom functionality, and a carousel for easy browsing, resulting in higher user engagement.
Product Features
Before: Limited product information available.
After: Added key product features like Adjustable Straps, Breathable Fabric, and Removable Pads, providing detailed information upfront and addressing common customer concerns.
Stock Level Indicators
Before: No indication of stock levels.
After: Introduced a 'Low on Stock' indicator for some sizes and colors, creating a sense of urgency and encouraging quicker purchase decisions.
About Fabric Section
Before: Minimal information on fabric.
After: Added a dedicated 'About Fabric' section detailing fabric qualities like breathability, softness, and stretch, helping customers make informed decisions.
Before: Limited product description with no detailed tabs.
After: Introduced a 'Fit & Fabric' tab to the product description, offering more comprehensive details about the product’s fit and fabric, which increased customer trust.
Product Details
Before: Product details were collapsed and not immediately visible.
After: Expanded product details by default, making it easier for customers to access vital information without additional clicks.
Customer Reviews
Fit & Fabric Tab
Recommendations
Before: Generic product recommendations with low relevance.
After: Added personalized product recommendations based on style, color, and collection, increasing cross-sell opportunities and average order value.
Before: Basic text-based reviews.
After: Enhanced reviews with User-Generated Content (UGC) including videos and photos, added filters and popular topics, and introduced an overall fit rating (large/true to size/small). New fields were also added for each review, such as age, size, body type, and product fit scale, providing richer insights for future customers.
Project Results.
+51.4%
Conversion Rate
Optimized product pages and a streamlined checkout process led to a substantial increase in conversions.
+59.1%
Revenue Per Visitor
Enhanced user experience and targeted product recommendations resulted in a higher average order value and overall revenue per visitor.
Reduced Cart Abandonment
Simplified checkout and clearer CTAs reduced friction, leading to more completed purchases.
Improved User Engagement
The redesigned product pages and improved site navigation led to higher engagement, with users spending more time exploring products.
Conclusion.
Through a carefully structured and data-driven CRO program, the brand successfully addressed the challenges of expanding into the US market. The combination of strategic A/B testing, UX/UI enhancements, and in-depth customer research not only improved conversion rates but also strengthened the brand’s online presence. The brand is now well-positioned for continued growth, offering a more engaging and effective shopping experience to its expanding customer base.