With a large shift in traffic moving to mobile devices Bonobos started to experience significant challenges with their conversion rate. While desktop visitors continued to convert at a relatively strong rate, mobile traffic conversions continued to struggle.
As most know, there is rarely a silver bullet when it comes to improving conversion. We needed to implement a process by which the team could constantly optimize, test and learn to adjust to changing channels and user behavior. The first step was selecting a robust testing platform. In this case we went with AB Tasty who had great WYSIWYG editors and personalization options. We did a thorough UX audit of the experience and analysis of the purchase funnel to prioritize key areas of focus.
Overall Bonobos conversion rate grew over 30% and continued to hold strong despite large increases in lower converting paid traffic channels YoY. Below are a few examples of the individual tests results.
Increase in Average Order Value
Increase in Search Conversion
Increase in product added
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