Practicology’s in-depth study of Thomas Pink’s customer data - including analytics, consumer surveys and onsite questions - helped to shape the idea for the tests. We also gained insight from studies of in-store shopping behaviour, where it was clear that store visitors who were assisted in the fitting room, were more likely to make a purchase.
Based on this, and the knowledge that a large percentage of the customer base is made up of repeat customers, we developed a Shirt Finder tool to test on the homepage. The idea was to allow customers to quickly and easily get from the homepage to specific styles and colours of shirt.
This was A/B tested – so we could determine how it changed the behaviour of site visitors, compared to leaving the homepage as it was previously.
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