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