FASHION ECOMMERCE CRO CASE STUDY

How we leveraged user behavior and customer feedback to double the website conversion rate.

ABOUT THE CLIENT

SEASE is an Italian outdoor fashion brand offering a contemporary wardrobe for passion-driven lifestyles.

CHALLENGE

Increase the eCommerce conversion rate on luxury price tag products and improve the add-to-cart rate.

SOLUTION

We set up the traffic monitoring infrastructure – heatmaps, session recordings, and surveys – to identify patterns among users leaving the checkout page without making a purchase and those visiting the product page without adding products to the shopping cart.

We discovered two types of barriers:

Product perceived value, which was directly related to a low add-to-cart rate
UX gaps that were mostly connected with the checkout process

Knowing this allowed us to support the client’s teams with website optimization solutions, intervene on both aspects, and accurately measure before/after results.

RESULTS

We doubled the overall website conversion rate just one month after implementing our suggested optimization techniques. A similar uptrend continued during the following months, hitting an overall +288% conversion rate after seven months.
Thanks to session recordings analysis, we also resolved an ongoing issue that hindered users from completing orders for weeks without the client or dev even noticing it.

SERVICES

CONVERSION RATE OPTIMIZATION: Heatmaps, Session Recordings, Surveys, Net Promoter Score

PPC MANAGEMENT: Paid Social, Google Shopping, Product Feed Management, Search, Display, Retargeting

With Midsummer Agency’s help, we hit the highest e-commerce revenue in the last quarter. The team was a pleasure to work with. Their communicative and strategic nature allowed us to integrate seamlessly within our in-house team. Their experience in the fashion industry was outstanding.