Consistent Conversion Testing Leads to 90% Lift in eCommerce Site
Technology Category
- Robots - Wheeled Robots
- Sensors - Autonomous Driving Sensors
Applicable Industries
- Equipment & Machinery
- Telecommunications
Applicable Functions
- Quality Assurance
Use Cases
- Experimentation Automation
- Retail Store Automation
Services
- Testing & Certification
About The Customer
Bras N Things is a leading bra fitting specialist in Australia with over 25 years of experience. They are known for their expertise in providing the right fit for their customers. As part of their digital transformation, they launched a new responsive eCommerce site to provide their customers with an enjoyable and easy online shopping experience. The company wanted to ensure that the new site was optimized for conversions and could identify any post-launch issues. They also wanted to introduce a new brand experience and new core navigational elements as part of the redesign.
The Challenge
Bras N Things, a leading bra fitting specialist in Australia, was launching a new responsive eCommerce site. The challenge was to optimize the site during the launch and identify any post-launch issues. This was one of the earlier responsive eCommerce site redesigns, and there were no established best practices to follow. The redesign was not only responsive but also introduced a new brand experience and new core navigational elements. The company needed to ensure that the site was user-friendly and could provide customers with an enjoyable and easy shopping experience online.
The Solution
Inflow’s CRO team focused on user experience as the most important aspect of conversion optimization. They used various tools such as surveys, screen captures, and website analytics to understand user behavior and optimize the homepage and category pages. The aim was to help users more easily find products and prevent 'pogo-sticking' between areas of the site. They also removed distractions from the preferred path, most commonly applied in checkout flows. The team prioritized work based on traffic analytics, focusing on areas that drove a lot of traffic but didn’t convert. They also focused on improving the mobile experience, which was a significant drop-off point. All changes were validated through A/B testing and other methods before making them permanent.
Operational Impact
Quantitative Benefit
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