Lingerie retailer Bravissimo has seen a 13% uplift in conversions after conducting a series of multivariate tests (MVT) on product pages, which if implemented will generate an estimated £2.3m in revenue.
The retailer, which also owns the Pepperberry clothing brand, began testing the site after enlisting QuBit to gain user feedback and carry out a review of the site to determine sticking points and potential problems.
A customer survey revealed that user information was not easily found on product pages, which was putting people off completing a purchase, and when exiting the site 29% of users did so on product pages.
Nicola Yates, senior marketing manager at Bravissimo, said, “We’re continually looking for ways to ease the customer journey through the website, testing and then implementing changes where appropriate.”
The brand carried out a number of tests looking at the position of the search bar, adding another link on the fit guide, adding pop-ups to highlight where the ‘add to bag’ icon is and how to click through to the check out, all of which was done to try and decrease abandonment and improve the user journey.
Yates said, “Adding the new link to the fit and size guide in the top navigation bar has driven a significant increase in traffic to those areas and some conversion to sale…We have seen real increases in engagement, and more people are clicking through from the product pages to the checkout to review their bag.”
The initial review of the site also revealed that 30% of users were not navigating below the fold to view matching items or related accessories as they were positioned underneath product information, size guides and directions for buying, so the retailer’s ability to cross sell was hindered.
To remedy that, the brand has added a button higher up the page that directs people down to the matching items.
Yates said, “We are also now thinking of introducing tabbed information at the top of the product page, so everything is much higher up.”
Bravissimo hasn’t yet implemented all the changes highlighted by the testing, however, due to the complexity of the site: although Bravissimo and Pepperberry are different brands and it looks as though they have separate websites they actually share a shopping basket, which caused some issues.
Yates explained, “When we made the changes to the product pages on Pepperberry, which were exactly the same as those we made on Bravissimo, they did not have the same effect.”
She puts it down to the fact that the customer bases are potentially different and the fact that people browse clothing differently to lingerie.
Bravissimo will continue to work with QuBit on a monthly basis now to identify sticking points where customers are dropping out.
Yates added, “We’re looking at further testing on the layout of the product page because clearly for a business like ours that is key as they are our main selling pages, so we’re continuing to focus on deep analytics on there.”