"Users interacting with added functionality are converting at 3 times the site average."
– Sydney Morning Herald
Berlei know women. Constantly evolving with their customers needs, Berlei were ready to extend this approach to the next evolution of the brand into the mobile-first generation, aided by a new digital style guide and conversion-focused path to purchase. With more than a third of total visits now coming from mobile, a refined experience was crucial.
Carter had a well defined and measurable problem to solve thanks to user data; decrease cart drop off to increase sales.
Slightly more complex was the aesthetic. The Berlei brand is established, authentic and successful. Any concepts and style guides needed to enhance and respectfully evolve it, while supporting insights that demanded an improved mobile presence.
Data supplied by Berlei enabled Carter's UX team to identify how users where moving through the site and confirmed where opportunity lay for improvement.
Carter developed responsive templates that improved the path to purchase and prioritised the mobile experience. It’s a framework that supports these goals without sacrificing the needs of the content, including multiple variations and combinations of sizing across a wide range of products.
The new digital style guide maintained the brand’s core creative style while extending it’s support of the online experience.
Since launch Berlei has seen an over 50% increase in conversion rates on mobile. Talk about acing it.
- 50% mobile conversion rate
- 9% uplift in pages per session, and
- 10% reduction in bounce rate