The Client
ONEONE has been cutting and selling beautiful women's swimwear on demand since 2017. Promising a "Legit perfect fit," their bright exceptionally crafted bikinis have attracted celebrity fans from Kendall Jenner to Miley Cyrus, while their IG account has amassed over 200K devoted followers.
The Challenge
ONEONE initially came to us for help with page speed. As a brand fueled by amazing Instagram visuals, they were selling mainly to mobile shoppers, but their customers' devices just couldn't cope with ONEONE's massive inventory & bevy of customization options. When your customers can't shop, they don't buy. And ONEONE knew they were leaving money one the table.
Services
• Website Speed Audit & Redesign
• Site Speed Enhancements
• Conversion Rate Optimization (CRO)
• Collection Page Redesign
• Mobile PDP Redesign
• Custom Cart Redesign
The Results
3X
Revenue
Growth
24%
Improvement in
Conversion Rates
20%
Reduction in
Bounce Rates
How We Did It
To Improve ONEONE’s Site Speed, first we pulled out all of the glacial apps and leftover code that made their pages slow to load on mobile. Then we optimized all of their assets for mobile browsing, adding lazy load to get users viewing pages faster.
As a result, ONEONE’s bounce rates (the proportion of customers who leave your site within a few seconds) decreased by 20%. That’s important because the more time customers spend on your site, the more likely they are to make a purchase.
To optimize the ONEONE shopping experience for mobile, we used data from session recordings to redesign ONEONE’s collection and PDP pages. Mobile customers had been getting bogged down by the sheer number of filter view options available on ONEONE’s collection pages and had been scrolling through the endless array of images on ONEONE’s PDPs without making a purchase.
Using this data as the basis for our redesign, we improved the user experience (UX) by reducing the number of options visible to mobile customers. First, we cut down the number of filter views accessible from ONEONE’s collections pages. Session recordings confirmed that this change mitigated choice paralysis among mobile shoppers and sped the path to product discovery.
Then we revamped ONEONE’s PDP’s, consolidating all of their product photos into a single carousel view to make them load faster and keep them conversion-focused. Now instead of scrolling down through endless alternative product images before exiting the page, Mobile customers can view all product images from the main product view carousel by selecting the right color swatch. Even as ONEONE tripled their YOY revenue in 2020, these changes allowed them to make the large majority of their sales on mobile while increasing mobile browsing rates by 19%.
To raise ONEONE’s conversion rates (Conversion Rate Optimization), we made all of the thoughtful changes above, and then embarked on a suite of incremental improvements that collectively made the ONEONE site an irresistible shopping experience. First, we redesigned their carts to be higher converting on every page (quick add, stickies, flyouts, in-cart upsells!).
Then we audited their best performing upsells to find out which upgrades and extras customers were most likely to add to their orders. When we discovered that customers loved adding a little extra padding to their bikini tops, we baked the option to do so directly into ONEONE’s carts, giving their average order volume (AOV) a nice boost. (NB: ONEONE has since pivoted to providing extra removable padding for free, which their customers absolutely love. Their customer-focused approach proves that there’s more than one way to employ data insights in the improvement of UX.)
The result of all these changes? An easy 24% increase in conversion rates YOY, and that’s with more than 3X the number of shoppers on site as the year before!
Takeaways
ONEONE combines a killer product with savvy social marketing to generate massive demand for their swimsuits. P3 helps ONEONE channel that demand through a seamless, high-converting shopping experience to maximize revenue and keep customers coming back for more. How's that for a perfect fit?
