Refining Online Jeans Shopping to Drive Conversion

Leveraged multiple research and testing methods over the course of several years, and twice as many website iterations, to continually optimize the online jeans experience and increase sales conversion.

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The Problem

Because jeans is the core product for this major retailer, the ecommerce merchandising team was challenged every Fall and Spring to continually increase conversion of the jeans shopper.

The Methods

The ongoing, cyclical effort of jeans optimization involved ethnographic in-store studies, online listening labs, prototype and post-launch usability testing, A/B testing, web analytics (right) and customer feedback. Data was continually combined and analyzed as teams worked cross-functionally to produce new designs every six months.

The Solution & Results

During one Back to School season, visits to jeans product pages increased by almost 8% and Revenue Per Visitor (RPV) was up a little over 2% from the previous season.  Optimization of the jeans pages continued year after year.