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Boden optimises sales online

By Retail Technology | Wednesday December 4 2013

Clothing retailer’s recent digital marketing initiative produced 18.6% increase in sales after employing multivariate testing technology to optimise the customer experience

Online clothing retailer Boden is using HP Optimost, HP Autonomy’s multivariate testing (MVT) technology, to boost sales through its web store.
 
Based in London, and operating in Austria, France, Germany, the US and the UK, Boden has been using HP Optimost for four years to inform its web design and offer the best possible web experience for its customers.
 
HP Optimost tests combinations of web elements including layout, graphics, text and calls to action. This MVT technology allows Boden to respond to what its customers want by choosing the objectively best-performing web designs that result in increased conversions, order rates and revenue.

Keeping pace with interactions
 
“How our customers interact with us is constantly evolving,” said Paul Knutton, Boden e-commerce manager. “To make it easier for our customers to buy from us, we need to better understand their online behaviour, use that insight to quickly make improvements to our journeys and then measure the impact on conversion. All this needs to happen across an ever-growing number of devices and operating systems. HP Optimost helps make that possible.”
 
One recent test was focused around improving site design for tablets. Tablet shoppers represent an increasingly important market segment, with more and more people shopping through their mobile devices. Boden knew that driving more sales from tablets through its website would have a significant impact for the business and used HP Optimost to test several variant menu designs for tablet browsing.
 
The winning design produced an average uplift of 14.3% in sales across the three regions in which Boden operates. The highest of these was an 18.6% uplift in one region.

Boden last reported on its success using MVT technology in spring 2011.

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