Mixology

21% increase in revenue from reducing friction + 20% increase transactions.

Client: 

A top fashion brand was started when a 13-year-old girl met good people and Mixology was seeded. With a handful of retail stores in the Northeast, Mixology expanded aggressively online during the Covid-19 epidemic.

The Opportunity: Emphasizing a top conversion path
Users who converted on Mixology traditionally took 3 paths to get to conversion. We expedited that user journey through some nifty UI.
 
The Control:

The original home page of Mixology had the banner communicating hot sales on specific products they had recently discounted.

The Variation:

We had three variations to promote the three strongest conversion paths:

Banner Announcement Variant 1: “See our New Arrivals” – (Revenue – +21.3%)

Banner Announcement Variant 2 : “View our Latest Sale Items” – (Revenue – +20.3%)

Banner Announcement Variant 3: “Check our Winter Best Sellers” – (Revenue – +13.6%)

Solution: 
  • We conducted research into their users’ home page behavior and top conversion paths. We understood that these pages we were highlighting had high conversion rates and interaction behaviors.
  • We emphasized on an existing design
  • We used our own AB testing development resources to build a feasibility test. 
  • We continued regular analysis, adjustments, and AB test work to deliver targeted results. 
Result: 
  • Variant 1 performed best
  • 21.3% increase in conversion
  • 22% increase in transactions