As part of the business goals for the financial year, the primary goal was to increase Average Order Value (AOV) for a fashion e-commerce platform.
Baseline: AOV before changes $120
As the Lead UX Designer, my responsibilities included conducting thorough research, analysing data, and gathering requirements from all stakeholders and designing improvements / solutions.
Additionally, I oversaw quality assurance (QA) testing and track the impact of our initiatives post-deployment.
Some data points:
Outfits sets and purchasing patters: Data revealed that the brand’s best-selling products often come in sets. However, customers frequently purchased items individually, missing out on complementary products. By showcasing complete outfits, we saw potential to boost AOV through more bundled purchases.
Influencer-Led Outfits as Purchase Drivers: Customer feedback and data suggested a preference for purchasing entire outfits seen on influencers. This validated the importance of incorporating these exact looks directly into the PDP experience.
Impact of Styling Suggestions: Past research highlighted that outfitting and styling tips positively influence purchasing decisions. Building on this, we hypothesised that curating looks and suggesting “Complete the Outfit” options could further enhance AOV.
Influencer consistency across the journey: This fashion brand heavily relies on influencer marketing for customer acquisition and brand building. To create a consistent experience and align with customer expectations, we aimed to mirror the influencer imagery used on social media and ads on the PLP and PDP, reinforcing the journey from discovery to purchase.
Results from AB tests on influencer:
Test 1 - Influencer lead Images on PLP: We tested hero images featuring influencers on the New Arrivals PLP. The results were very positive:
27% increase in CTR from PLP to PDP
15% boost in Add-to-Bag rates
Test 2 - Influencer Imagery on PDP: Next, we tested influencer-led visuals on PDPs for 15 products. The influencer variations led to an:
18% improvement in Add-to-Cart rates
Test 3 - “Complete the Outfit” Recommendations on PDP: For 10 products, we introduced a “Complete the Outfit” feature, displaying the outfit of the main product. This resulted in:
15% increase in Add-to-Cart rates
Based on the success of the above, we decided to add the product recommenders on the mini cart.
Powered by the already existing recommenders, we decided to nudge customers in the minicart
Empty minicart: We suggest the most popular styles purchased in the last month by other customers
Product added to the minicart: When a customer has added an item into the minicart, we display a carousel suggesting complementary styles to their items.