Inflow Case Studies Consistent Conversion Testing Leads to 90% Lift in eCommerce Site

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	Consistent Conversion Testing Leads to 90% Lift in eCommerce Site Inflow

Consistent Conversion Testing Leads to 90% Lift in eCommerce Site

Inflow

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
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. Read More
About 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. Read More
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. Read More Log in to view content
Contents

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

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.

About 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.

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.

Impact #1	The consistent conversion testing over three years led to a significant improvement in the site's performance. The new site was not only responsive but also user-friendly, providing customers with an enjoyable and easy shopping experience online. The optimization of the homepage and category pages helped users more easily find products, reducing 'pogo-sticking' between areas of the site. The removal of distractions from the checkout flow and other areas improved the user journey, leading to higher conversions. The focus on mobile optimization, in particular, led to a significant increase in mobile revenue. The validation of all changes through A/B testing and other methods ensured that only effective changes were implemented, reducing the risk of negative impacts on the site's performance.

Impact #1

The consistent conversion testing over three years led to a significant improvement in the site's performance. The new site was not only responsive but also user-friendly, providing customers with an enjoyable and easy shopping experience online. The optimization of the homepage and category pages helped users more easily find products, reducing 'pogo-sticking' between areas of the site. The removal of distractions from the checkout flow and other areas improved the user journey, leading to higher conversions. The focus on mobile optimization, in particular, led to a significant increase in mobile revenue. The validation of all changes through A/B testing and other methods ensured that only effective changes were implemented, reducing the risk of negative impacts on the site's performance.

Benefit #1	90% increase in overall conversion rate from 17 winning tests
Benefit #2	Prevented losses by identifying poor performing concepts
Benefit #3	4x increase in mobile revenue due to focus on mobile optimization

Benefit #1

90% increase in overall conversion rate from 17 winning tests

Benefit #2

Prevented losses by identifying poor performing concepts

Benefit #3

4x increase in mobile revenue due to focus on mobile optimization

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Overview

Consistent Conversion Testing Leads to 90% Lift in eCommerce Site

Operational Impact

Quantitative Benefit