Diva is a fashion retail chain based in Australia with more than 160 stores worldwide.
It was a solid, established site looking to maximize its potential.
Slow load times and various obstacles created challenges for conversions.
Diva.net.au was already what would be termed a “mature” site with its excellent design, functional page layouts, and easy to use navigation and checkout. The site owner, however, felt the site should be converting higher than it was, despite the fact the site was often used to preview items that buyers would rather touch and feel in a store before buying.
After reviewing the site and its analytics, Inflow’s conversion optimization team agreed the site was not reaching its potential.
The client’s website was slow to load and needed to increase its page load times significantly before its specific demographic of young women would be satisfied. Slow page loading also harms search engine rankings.
The time zone issue was easy enough to handle with an Inflow conversion optimization analyst moving to Sydney for a few months, which made the initial program startup period easy. Our CRO analysts then recruited and performed a series of User Tests with Australian Women, and performed deep analysis of the website’s analytics to learn where and why customers were not purchasing on the site.
From the insights gained, the Diva’s Conversion Analyst made clear and actionable recommendations to remove user obstacles, distractions and diversions. Over the following months, Inflow and Diva started testing and implementing the recommendations that included:
When measured conservatively, sales increased 35 percent on the site, as a direct result of testing. Analytics indicated a higher conversion rate increase related to organic search traffic increases, which were partially attributed to conversion optimizations as well.
The real result was how much the average visitor actually spent on the site. Not only did more customers purchase, but they also bought more items and more expensive items.