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See What @Thomas_Pink_ Learnt When They Tested Their Homepage on 136k Website Visitors

The Company

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%.

The Hypothesis

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:

thomas_pink_ab_testing_control

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.

They also knew that a large part of their customer base was repeat purchasers. “So anything to aid them find a product quicker should help” said Lee from Practicology

This is how the new version of the homepage looked:

thomas_pink_ab_testing_variation

The Test

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.

Let’s Talk

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.

The post See What @Thomas_Pink_ Learnt When They Tested Their Homepage on 136k Website Visitors appeared first on VWO Blog.

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See What @Thomas_Pink_ Learnt When They Tested Their Homepage on 136k Website Visitors

How To Plan Your Next Mobile E-Commerce Website

The O’Neill Clothing store had a nearly 600% revenue increase from going responsive, and Skinny Ties saw a 377.6% increase in revenue for iPhones after going responsive as well. Even Think Tank Photo’s transactions on smartphones and tablets increased by more than 96%… go figure!
In this article, we’ll walk through all of the vital steps when planning a highly converting mobile e-commerce website. The most important questions you need to ask are:

View the original here:  

How To Plan Your Next Mobile E-Commerce Website

What Web Designers Can Learn From Video Games

Games are becoming more Web-like, and the Web is becoming more game-like. If you need proof of this, you have only to look at Yahoo Answers. Random questions are posed, the top answer is chosen, and credibility points are given to the winner. It’s a ranking system that accumulates and unlocks more and more features within the system. It works because of the psychology of achievement and game mechanics and thus encourages interaction.

Original article: 

What Web Designers Can Learn From Video Games

What Font Should I Use? 5 Principles for Choosing and Using Typefaces

For many beginners, the task of picking fonts is a mystifying process. There seem to be endless choices — from normal, conventional-looking fonts to novelty candy cane fonts and bunny fonts — with no way of understanding the options, only never-ending lists of categories and recommendations. [Links checked March/03/2017]
Selecting the right typeface is a mixture of firm rules and loose intuition, and takes years of experience to develop a feeling for.

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What Font Should I Use? 5 Principles for Choosing and Using Typefaces

Progress Trackers in Web Design: Examples and Best Practices

When designing a large website, especially one that contains a store, you may be required to design a system for ordering online, or a multi-step process of another sort. Walking users through this process by making it easy and intuitive is key to helping increase conversion rates. Any frustration along the way may cause them to leave and pursue other options. Progress trackers are designed to help users through a multi-step process and it is vital that such trackers be well designed in order to keep users informed about what section they are currently on, what section they have completed, and what tasks remain.

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Progress Trackers in Web Design: Examples and Best Practices