Lyle & Scott is a Scottish luxury knitwear and golfing brand. It sells online in over 50 countries. Head of Ecommerce, Will Dymott, worked with agency AWA Digital to improve the online conversion. They noticed that the filters on the category pages were hardly used as these were positioned low on the page.
Hypothesis
Moving the category filters with size and colour higher on the page by removing the category navigation, will increase the order conversion rate. Users will be able to more easily find what the need .
Results
Conversion increased by 19%.
Learnings
Main learning is that side navigation and filtering is important in ecommerce categories.
For Lyle and Scott it was beneficial to remove the category side navigation. It will depend on the type of visitor and the stage in the customer journey:
- A new visitor in orientation stage – say a married woman who is looking for birthday present for her husband – might need category navigation
- A repeat customer in purchase stage – an existing Lyle & Scott customer who wants a new cardigan (similar to his current one) – may prefer size and color filters.
What works best depends on your type of customer.
Test details
| Test element |
Navigation
|
| Page type |
Category |
| Test date |
January 2013 |
Website information
