FASHION LUST took Instagram by storm as a rapidly developing brand with a highly engaged and loyal customer base starting in the late 2000s with the catchy slogan of “On point affordable fashion. Fast.” They’ve swiftly become a go-to brand for the latest fashion trends in India, as one of the country’s largest womenswear shops. To stand out in such a competitive market, FASHION LUST collaborates closely with influencers and keeps its creative and website up to date to provide the best possible experience for its customers.
THE CHALLENGE
Conversion optimization and user experience
When FASHION LUST realized that their rapid climb to fame and a corresponding increase in website traffic weren’t matched by an equally rapid growth in website revenue, they contacted Miintbyte. FASHION LUST wants to learn more about its clients in order to provide a great customer experience at every point of the conversion, listening to their unbiased thoughts on the brand’s experience. FASHION LUST’s team realized that long-term conversion success techniques have to be customer-centric at their core.
Paid Social
Despite having a large social media following, the FASHION LUST paid social activity in-market was limited – a significant potential that was being missed. They contacted us because they wanted to expand their brand’s exposure and generate income through an untested channel.
MIINTBYTE APPROACH
Conversion Optimisation & UX
We conducted a 12-week analysis of consumer behavior, focusing heavily on user interviews and in-person user testing to learn more about what their customers really desired from the brand.
Our optimization efforts were focused on product pages since our analysis revealed that this was an area of the site that was producing substantial conversion funnel leaks. Users that interacted with the product information area were much more likely to convert, however, the current product description left room for doubt. Users were confident that the things would look fantastic, but they couldn’t say for sure how they would feel or fit.
Consumers saw the purchase as dangerous because refunds were not accessible (instead, shop credit was issued). Our main goal was to eliminate hesitations during the purchasing process by providing consumers with the exact information they needed, in the order they needed it. Furthermore, according to our research, 48 percent of consumers were looking for style inspiration but were unable to locate it. We assisted in the implementation of the “As Seen on Instagram” and “You May Also Like” sections to alleviate this friction point, which had the extra benefit of improving cross-sells and average order value.
The overall impact of product page improvements boosted the page value of product pages by 150 %
Second, frequent users and fans were dissatisfied with the fashions selling out quickly because there was no way of knowing if they would be able to find the item when they returned to the site. The issue was to develop a technique to highlight the things that are selling quickly without compromising with their consumers’ favorite edgy product photography and brand visual style.
We also tried a vertical “Selling Fast” banner that complemented the brand’s look, in addition to a more traditional iteration. Both of our recommended variants came out on top of the control page after two weeks of testing. However, the winning vertical design raised income and conversion rate by 19 % with a 99% confidence level.
This single, two-week test drove Rs 34,000 in revenue. Annualized, this change adds an additional Rs900,000 to FASHION LUST’s bottom line.
We continue to work with FASHION LUST on their A/B testing approach, providing their customers a voice to express feedback – and to be heard.
Paid Social
After reviewing the past activities, it was evident that the opportunity lay in reaching out to a new audience outside of individuals who had previously connected with the brand via social or on-site. To do this, we developed a new audience approach that would target potential consumers using lookalike audiences as well as customized targeting based on consumer profiles gleaned from our in-depth UX research. Through collection advertising, articles, and link advertising, this audience would be delivered content that promoted new arrivals and featured styles.
Users who interacted with advertising were added to retargeting pools, where they were dynamically presented products or styles they had previously expressed interest in. We included copy tests in the new plan, as we did with all of our activity, to learn what messaging drove more interaction, whether it was economical clothes, speedy shipping, or more usage of emojis. When it came to the Black Friday sales season, the benefits of increased social activity were most apparent when we were able to target a much more targeted group of remarketing and prospecting audiences to promote the deal. We were able to create large increases in sales and income YoY by using various copy variations throughout the weekend that were targeted to each day and stage of the offer.