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Radley+Co improves online conversion by 10%

Luxury bags and accessories retailer Radley+Co has announced an increase in online sales and an improvement in online conversion of 10%. The company said the improvement was due to a structured process of conversion rate optimisation.

GENERAL MERCHANDISE

Radley+Co improves online conversion by 10%

Luxury bags and accessories retailer Radley+Co has announced an increase in online sales and an improvement in online conversion of 10%. The company said the improvement was due to a structured process of conversion rate optimisation.

To combat an issue with checkout abandonment Radley+Co undertook a rigorous process of usability testing. Combining analytics with website usability the company gained a full understanding of why so many users were abandoning during checkout.

Following the full analysis using analytics and usability, Radley+Co then embarked on a UCD project to redesign the payment pages with the aim of simplifying and improving the user experience. Managed by web and email optimisation specialist RedEye, the conversion rate optimisation project included both analytics and user research and a redesign of the optimised checkout process.

Sarah Chambers, site operations and development manager at Radley+Co said: "RedEye’s data driven approach has really helped us understand how we can optimise our site and their innovative process has enabled us to see for ourselves what is working and what is not."

Radley+Co said the changes to the checkout process resulted in a 10% increase in checkout conversion and a 28% reduction in checkout abandonment. 

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