Change the category name from ‘Lingerie’ to ‘Lingerie du nuit’

Etam
E-Commerce, Fashion
Landingpage
Clarity (copy), Persuasion
November 2012
+10%
orders
Etam is an international fashion brand with over worldwide over 4000 shops selling it. On their French website (www.etam.com) they wanted to test what the impact of naming a cateogory. They changed category name from ‘Lingerie’ to ‘Night lingerie’.

Hypothesis

 Changing the category name in the main navigation from ‘Lingerie’ to ‘Night Lingerie’ will increase click through rate to that category.

Results

The results showed an increase in the number of visitors accessing the renamed category “Lingerie de nuit”. This improvement has been confirmed throughout the test and finally reached an increase of 9.8%. Furhtermore the overall conversion rate grew by 9%.

Learnings

The effect of the renaming is significant – for such a simple and easy to implement change. Apparently the visitors where looking for night wear or were reminded that they needed to buy night wear.


Source:  Etam
Company Etam
Website www.etam.com
Market E-Commerce, Fashion
Test data
Test element Navigation
Page Landingpage
Conversion principle Clarity (copy), Persuasion
Result +10% orders

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