Thomas Pink is a clothing retail business based out of London, UK. Their shirts are inspired from London’s Jermyn Street, home of traditional British shirt-making. Famed for being the authority on shirting, Thomas Pink slowly expanded their offering to the entire range of clothing for men and women. They have many physical store and also sell and ship their products worldwide on their website thomaspink.com
To get more sales from their website, they decided to optimize the homepage. This was done in conjunction with the team at Practicology — an independent eCommerce consultancy with a global footprint.
In this case study we’ll be covering one of the A/B tests that they performed on the homepage which increased order completions by 12.18%.
To push more people through the sales funnel, Thomas Pink decided to test adding a shirt finder navigational tool. This, they hypothesized, would make it easier for people to find a shirt in the color and style of their choice.
Another change that they made, in the same test, was removing the content heavy middle section and thus move up the product images and links. This was done with the objective of simplifying the look and feel of the homepage.
Before I go to the details of the test, see how their homepage originally looked like:
The idea for this test came from a rigorous study of customer data from various sources like analytic data, consumer surveys and on-site questions. They also had many insights from studies of behavior who shopped from their physical stores. One of them being, that the visitors who engaged with the fitting room were more likely to turn into customers. To mirror this behavior online, plus to replicate the ability to ask salesmen for shirts in particular styles and color, they decided to test adding the shirt finder tool right on the homepage.
This is how the new version of the homepage looked:
A total of 136,000 visitors became a part of the test and was ran for 30 days.
They created this test using VWO and tracked 3 things: number of order confirmations (the primary goal), revenue (and revenue/visitor) and engagement.
The result confirmed their hypothesis. Their visitors did find the shirt finder tool useful and it made the purchase process easier. To validate this with numbers, the variation recorded 12.18% increase in orders. The absolute revenue for the new version also increased by 11.6% with a growth of 14.2% in revenue/conversion.
The important learning for Thomas Pink from this test was that their customers cared about ease in purchase. And introducing a shirt finder tool right on the homepage made it easy for users to quickly get to their favorites. Also, the clutter free new homepage, Lee thought, had overarching benefits leading to incremental revenue.
This test was run in the month of Sep’14 and seems like Thomas Pink is already at their next test. I can see some new elements introduced on the homepage. Plus, you’ll be greeted with discount upto 60%, do buy yourself a new shirt!
Do tell me your thoughts about this case study in the comments section below. And don’t forget to tell me which shirt you bought @taruna2309 on Twitter.
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