Improving checkout experience with Boden

A deeper insight into the differences in culture, language and shopping habits in each country means Boden now translates more than just language for their international sites. Clothing sizes have been localised for the German and Austrian markets to increase the number of orders and reduce the number of returns. The insight went on to create a solid development guide for the French website which launched recently.

Our prioritised list of recommendations gave Boden a basis for multivariate testing (MVT) on the websites and inspiration for new developments. Boden’s customers now have a smoother journey across channels, more intuitive offerings as they browse the website, easier error resolution on forms and improvements to fun features that help customers make outfit decisions. Boden has seen an improvement in conversion rates and revenue as well as a 14% increase in click-through rates on search.

The new checkout has been submitted to further face to face testing and then was benchmarked against the current checkout using remote unmoderated testing. It was found to be 59% quicker to complete, caused six times fewer abandonments, and was preferred by the vast majority of customers (over 80% preferred the new design – this includes current customers accustomed to the current design).

Bunnyfoot continues to test and refine the designs for the mobile and tablet sites and the new checkout experience (currently testing in international markets prior to cross the board implementation).

Boden is also rolling out the changes to their international websites based on our recommendations, verified and optimised using multivariate testing.