DV8 UX Redesign Increases Conversion by 33%

Good UX Increases Conversion, Sales and Profit Margin

Adam B.

05 December 2024 - 4 min read

1 Comment

Recently, DV8, the well known fashion retailer, used the Service Marketplace to procure a website redesign.

The purpose of the redesign was to match the online and offline identities, but the UX work was also engineered to increase Conversion Rates. The redesign had an immediate impact on Sales which shot up 33%.

RESULTS IN MONTH ONE

Mobile Conversion: UP 31.09% Desktop Conversion: UP 50.41%

SALES UP 33%

The DV8 sales increase was attributed to increased Conversion - the UX change led to a corresponding drop of 33% in CPA. This created an increase in Operating Margin because eGross Margins increases as Conversion Rate increases. Profit Margin is why IRP Merchants are now investing heavily in UX Conversion Centred Design.

Conversion and UX Critical in the 2025 IRP Roadmap

Merchants on the IRP benefit from IRP Shopper’s world class ability to adapt UX to the country and support international sales.

In the 2025 Roadmap, IRP is focused on customer experiences across all IRP products. The launch of the No-HTML Editor in V9.3 for Emails will be expanded across all sections of IRP Design. IRP will introduce drag-and-drop to homepages, content pages, banners, menus, navigation elements - and IRP will create new components, customisable visual themes, product page and general UX enhancements.

This 2025 IRP UX focus will give Merchants greater control over their brand, enabling them to craft engaging and dynamic online experiences. Importantly the DV8 example shows how critical Conversion Rate is to Sales and Profit.

DV8 Sales UP 33% and CPA down 33%

About DV8 Redesign Project & Higher Converting Brand Experience

DV8 have built a brand over 20 years and the look and feel of the website was important to their Marketing team and the Directors involved in the project. They wanted to match their strong offline brand with a new online presence.

Neville McDowell, Director in DV8 states:

“Updating our site design was essential to align our online presence with DV8 brand identity. To meet the expectations of our young, style-conscious audience, the DV8 website needed to reflect a clean, contemporary design that are now the norm among our competitors."

Neville continued, "To meet DV8's expectations, the site redesign had to increase Conversion. We chose FWD Commerce to manage the project. FWD have a detailed understanding of the three drivers of online sales: Traffic, Conversion, and Average Order Value."

“We are very happy with the result. It’s fast, it delivers on our brand - and it converts 30% higher - our Conversion Metric proves what a great investment it was."

DV8 Project Considerations

The project was mapped out from initial meetings, to delivery to impact assessment:

Background scoping of the project with DV8 & brand matching
Key Objectives establishment for DV8 with the UX project
Research phase of the project, understanding the customer journey, Audience and Personas
Data - Before data of
- Overall Conversion Rate
- Mobile Conversion Rate
- Desktop Conversion Rate
- User Journey Analysis from Trader
- Checkout Journey from Trader
Before visuals of the site
- Mobile - (Homepage, Listing, Product Page, Basket, Checkout)
- Desktop - (Homepage, Listing, Product Page, Basket, Checkout)
Roll Out process and project working with the DV8 team - Collaboration
Site Visuals
- Mobile - (Homepage, Listing, Product Page, Basket, Checkout)
- Desktop - (Homepage, Listing, Product Page, Basket, Checkout)
- Content Pages / Messaging
- Emails built in Marketing Cloud
The Results
- Matched Brand Identity
- Overall Conversion Rate
- Mobile Conversion Rate
- Desktop Conversion Rate
- User Journey Analysis from Trader
- Checkout Journey from Trader

DV8 Project MoodBoard Design Work

Conclusion

Working in collaboration, DV8 and FWD picked a Service Provider from the Service Marketplace and worked closely together to deliver both a fresh and modern design focusing on the needs of the shopper while delivering on the DV8’s conversion expectations.

The matching brand and the converting signals led to a strong result of 30%+ increase in conversion. DV8 continues to input to the 2025 Roadmap and the significant UX projects that are scheduled for 2025 for IRP SHOPPER. The results were key for Brand Identity but also eGross Margin.

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