Huge Conversion Increase for Big Dude

We have been working with the guys at Big Dude Clothing over the last 6 months to improve the conversion rate of the site. The initial aim of the work was to increase the conversion rate by 50% and to date we have seen uplifts of upto 85% in some months (compared year on year), we still have plenty of work to do and believe that when complete we will have attained a increase in the conversion rate of over 120%!

Google Analytics Screenshot

Year on year conversion increase of 87.27%

So, how have we increased the conversion rate for this Magento site:

Better Images

The images previously used on the site were fairly poor. Typically the images were just of the garment laying flat. We decided it would be much better to photograph the images on a model to showcase the products. We feel this showed the products in a superior light and helps customers to see if the products are suitable. Compare the old images to the new images of the products.

Old Product Images

Old Product Images

 

New product images on a model

New product images on a model

Peep from ConversionXL makes a good point about using quality images on his blog.

In-depth Product Descriptions

Previously the product description consisted of 4 or 5 bullet points. We tested longer more in-depth descriptions on some of the best selling products and feedback from users and customers showed that they wanted greater information about the product before purchasing such as material, fit and care instructions. We have rewritten the descriptions for the majority of the products on the site.

Old product description.

Old product description.

 

New Product Descriptions

New Product Descriptions

Free Delivery Prompt

Looking at the stats in Google Analytics it became clear that a lot of customers and users were unaware that Big Dude offer free delivery on orders above £99. There were a lot of orders at around the £90 mark. We added a free delivery prompt on the basket page, this resulted in an increase the conversion rate and also an increase in the average order value. Users love getting things for free such as delivery and are happy to spend more to qualify for these discounts.

Free Delivery Prompt on Basket

Free Delivery Prompt on Basket

Static Navigation v Layered Navigation

Previously the navigation was static. Users could navigate via product type or brand and then when they were on those category pages there was no way to filter via size, brand or colour. This was the easiest of the changes to spot as it was clear the previous navigation structure was inadequate. By implementing layered navigation it enabled users to quickly find products in their size, brand or colour and therefore has had a positive impact on the conversion rate, time on site, bounce rate and average order value.

For SEO purposes the page reloads when a filter is clicked however the tick was not instant to let the user know their selection had been recorded. We found this confused users when using UserTesting and therefore had to sort this issue on the navigation once live.

Filter products by size, brand and colour

Filter products by size, brand and colour

Sizing Tables

We spent time with the team at Big Dude in the offices listening in on customer phone calls and emails. We seen that over 55% of enquiries were about sizing! Users calling and asking for certain parts of a garment to be measured (e.g. “can you measure from top of collar to bottom of garment?”). Of course if users are asking for greater sizing info, then there will be plenty of customers who do not ask and go elsewhere. We decided to put sizing guides for each product on the product pages to give greater information on the product to our customers.

Not only did the conversion rate increase significantly, but the phone calls and emails to the team at Big Dude reduced and returns dropped by 39%, helping the customer to find the perfect size the first time.

Brand specific sizing tables on each product page

Brand specific sizing tables on each product page

A/B Testing on Magento Checkout

We have a whole blog post dedicated to the checkout. In the post we discuss possible changes and show the results of the changes. It will make interesting reading for those considering conducting conversion rate optimisation on their own Magento checkout.

We’re not finished yet!

Unfortunately CRO is not a flash in the pan. Rewriting description, taking new photos for thousands of products takes time.

Therefore still plenty of work to be done to increase the conversion rate further. We’re not short on ideas and have plenty to test including:

  • Product videos – We have plans in place to do short videos on all garments, this goes beyond what product photos can show. This will be tested on the best performing products and rolled out site wide if successful. Look at the impact of product videos for Appliances Online.
  • Product sizing is a constant bug bear for customers (e.g. brands have different sizing for 3XL) and by posting the model’s dimensions (e.g. John is wearing a 3XL, he is 6’2″,a 50″ chest and 42″ waist) customers can measure themselves against the model and start to get an accurate picture of what size would be ideal for them.
  • Refresh design for certain important pages on the site including home, FAQ, contact us etc… The pages are looking tired and difficult for users to use correctly and do not give the best impression of the site. We will be writing a separate blog post about this in the future.