The first task was to review the existing checkout and collecting screenshots of all possible journeys for each brand, along with examples of each automated email sent to the customer at various points in the purchase and returns cycle.

The first task was to review the existing checkout and collecting screenshots of all possible journeys for each brand, along with examples of each automated email sent to the customer at various points in the purchase and returns cycle.

The first task was to review the existing checkout and collecting screenshots of all possible journeys for each brand, along with examples of each automated email sent to the customer at various points in the purchase and returns cycle.

The first task was to review the existing checkout and collecting screenshots of all possible journeys for each brand, along with examples of each automated email sent to the customer at various points in the purchase and returns cycle.

The first task was to review the existing checkout and collecting screenshots of all possible journeys for each brand, along with examples of each automated email sent to the customer at various points in the purchase and returns cycle.

Our platform partner, Demandware, also provided a detailed site audit. Reviewing these, along with tracking data which showed common drop off points and the most common issues reported to customer services, allowed us to identify and prioritise areas of improvement.

Our platform partner, Demandware, also provided a detailed site audit. Reviewing these, along with tracking data which showed common drop off points and the most common issues reported to customer services, allowed us to identify and prioritise areas of improvement.

Our platform partner, Demandware, also provided a detailed site audit. Reviewing these, along with tracking data which showed common drop off points and the most common issues reported to customer services, allowed us to identify and prioritise areas of improvement.

Our platform partner, Demandware, also provided a detailed site audit. Reviewing these, along with tracking data which showed common drop off points and the most common issues reported to customer services, allowed us to identify and prioritise areas of improvement.

Our platform partner, Demandware, also provided a detailed site audit. Reviewing these, along with tracking data which showed common drop off points and the most common issues reported to customer services, allowed us to identify and prioritise areas of improvement.

Considering all entry points to the checkout rather than focusing solely on the checkout ensured all touchpoints across the site were updated to support any new features, and able to guide the customer through a coherent purchase path. 

Considering all entry points to the checkout rather than focusing solely on the checkout ensured all touchpoints across the site were updated to support any new features, and able to guide the customer through a coherent purchase path. 

Considering all entry points to the checkout rather than focusing solely on the checkout ensured all touchpoints across the site were updated to support any new features, and able to guide the customer through a coherent purchase path. 

Considering all entry points to the checkout rather than focusing solely on the checkout ensured all touchpoints across the site were updated to support any new features, and able to guide the customer through a coherent purchase path. 

Considering all entry points to the checkout rather than focusing solely on the checkout ensured all touchpoints across the site were updated to support any new features, and able to guide the customer through a coherent purchase path. 

For example, new delivery options were clearly communicated to the user on the product detail and shopping bag pages as well as during checkout, to inform and assure customers, and encourage them to complete their purchase.

For example, new delivery options were clearly communicated to the user on the product detail and shopping bag pages as well as during checkout, to inform and assure customers, and encourage them to complete their purchase.

For example, new delivery options were clearly communicated to the user on the product detail and shopping bag pages as well as during checkout, to inform and assure customers, and encourage them to complete their purchase.

For example, new delivery options were clearly communicated to the user on the product detail and shopping bag pages as well as during checkout, to inform and assure customers, and encourage them to complete their purchase.

For example, new delivery options were clearly communicated to the user on the product detail and shopping bag pages as well as during checkout, to inform and assure customers, and encourage them to complete their purchase.

Especially in the case of higher value products, our data showed that customers were more likely to compare and eliminate multiple options in their shopping bag before deciding on a smaller number of items to purchase.

Adding a mini cart dropdown which appears when a user adds a product to their bag, or interacts with the shopping bag icon, allows users to quickly view and edit their choices without having to load another page.

Especially in the case of higher value products, our data showed that customers were more likely to compare and eliminate multiple options in their shopping bag before deciding on a smaller number of items to purchase.

Adding a mini cart dropdown which appears when a user adds a product to their bag, or interacts with the shopping bag icon, allows users to quickly view and edit their choices without having to load another page.

Especially in the case of higher value products, our data showed that customers were more likely to compare and eliminate multiple options in their shopping bag before deciding on a smaller number of items to purchase.

Adding a mini cart dropdown which appears when a user adds a product to their bag, or interacts with the shopping bag icon, allows users to quickly view and edit their choices without having to load another page.

Especially in the case of higher value products, our data showed that customers were more likely to compare and eliminate multiple options in their shopping bag before deciding on a smaller number of items to purchase.

Adding a mini cart dropdown which appears when a user adds a product to their bag, or interacts with the shopping bag icon, allows users to quickly view and edit their choices without having to load another page.

Especially in the case of higher value products, our data showed that customers were more likely to compare and eliminate multiple options in their shopping bag before deciding on a smaller number of items to purchase.

Adding a mini cart dropdown which appears when a user adds a product to their bag, or interacts with the shopping bag icon, allows users to quickly view and edit their choices without having to load another page.

On mobile devices, we found that a full summary in a large overlay was more jarring an experience than loading the shopping bag page to see more, so for smaller screens only the latest product added appears in the dropdown. 

Once the customer is ready to proceed to checkout, the header is replaced with a streamlined, checkout-specific version which removes distraction and focuses the user on the tasks required to complete their purchase.

On mobile devices, we found that a full summary in a large overlay was more jarring an experience than loading the shopping bag page to see more, so for smaller screens only the latest product added appears in the dropdown. 

Once the customer is ready to proceed to checkout, the header is replaced with a streamlined, checkout-specific version which removes distraction and focuses the user on the tasks required to complete their purchase.

On mobile devices, we found that a full summary in a large overlay was more jarring an experience than loading the shopping bag page to see more, so for smaller screens only the latest product added appears in the dropdown. 

Once the customer is ready to proceed to checkout, the header is replaced with a streamlined, checkout-specific version which removes distraction and focuses the user on the tasks required to complete their purchase.

On mobile devices, we found that a full summary in a large overlay was more jarring an experience than loading the shopping bag page to see more, so for smaller screens only the latest product added appears in the dropdown. 

Once the customer is ready to proceed to checkout, the header is replaced with a streamlined, checkout-specific version which removes distraction and focuses the user on the tasks required to complete their purchase.

On mobile devices, we found that a full summary in a large overlay was more jarring an experience than loading the shopping bag page to see more, so for smaller screens only the latest product added appears in the dropdown. 

Once the customer is ready to proceed to checkout, the header is replaced with a streamlined, checkout-specific version which removes distraction and focuses the user on the tasks required to complete their purchase.

Each brand had already built up a loyal following of in-store customers, who expect a similar level of personalisation when shopping on the website, and the flexibility to accommodate their busy schedules.

Providing options for users to check the stock levels of products and set their preferred store allow for a more seamless online and offline experience. 

Each brand had already built up a loyal following of in-store customers, who expect a similar level of personalisation when shopping on the website, and the flexibility to accommodate their busy schedules.

Providing options for users to check the stock levels of products and set their preferred store allow for a more seamless online and offline experience. 

Each brand had already built up a loyal following of in-store customers, who expect a similar level of personalisation when shopping on the website, and the flexibility to accommodate their busy schedules.

Providing options for users to check the stock levels of products and set their preferred store allow for a more seamless online and offline experience. 

Each brand had already built up a loyal following of in-store customers, who expect a similar level of personalisation when shopping on the website, and the flexibility to accommodate their busy schedules.

Providing options for users to check the stock levels of products and set their preferred store allow for a more seamless online and offline experience. 

Each brand had already built up a loyal following of in-store customers, who expect a similar level of personalisation when shopping on the website, and the flexibility to accommodate their busy schedules.

Providing options for users to check the stock levels of products and set their preferred store allow for a more seamless online and offline experience. 

As well as having the products delivered to their chosen address, the customer could also choose to check stock and reserve items in their size to try on at their most convenient Bally showroom, pay online and collect in person, have items delivered internationally or send gifts to multiple addresses from one checkout session.

As well as having the products delivered to their chosen address, the customer could also choose to check stock and reserve items in their size to try on at their most convenient Bally showroom, pay online and collect in person, have items delivered internationally or send gifts to multiple addresses from one checkout session.

As well as having the products delivered to their chosen address, the customer could also choose to check stock and reserve items in their size to try on at their most convenient Bally showroom, pay online and collect in person, have items delivered internationally or send gifts to multiple addresses from one checkout session.

As well as having the products delivered to their chosen address, the customer could also choose to check stock and reserve items in their size to try on at their most convenient Bally showroom, pay online and collect in person, have items delivered internationally or send gifts to multiple addresses from one checkout session.

As well as having the products delivered to their chosen address, the customer could also choose to check stock and reserve items in their size to try on at their most convenient Bally showroom, pay online and collect in person, have items delivered internationally or send gifts to multiple addresses from one checkout session.

Our data showed that the login page was a common dropoff point. With most of the group’s site visitors being new rather than returning customers, it was important provide an onward journey if the customer was in a rush or hadn’t built up enough trust in the brand yet to part with their data. 

Our data showed that the login page was a common dropoff point. With most of the group’s site visitors being new rather than returning customers, it was important provide an onward journey if the customer was in a rush or hadn’t built up enough trust in the brand yet to part with their data. 

Our data showed that the login page was a common dropoff point. With most of the group’s site visitors being new rather than returning customers, it was important provide an onward journey if the customer was in a rush or hadn’t built up enough trust in the brand yet to part with their data. 

Our data showed that the login page was a common dropoff point. With most of the group’s site visitors being new rather than returning customers, it was important provide an onward journey if the customer was in a rush or hadn’t built up enough trust in the brand yet to part with their data. 

Our data showed that the login page was a common dropoff point. With most of the group’s site visitors being new rather than returning customers, it was important provide an onward journey if the customer was in a rush or hadn’t built up enough trust in the brand yet to part with their data. 

Aiming to balance the business goals of increasing marketing reach and building up a single customer view with providing the user with a quick and easy way to check out, a small guest checkout link was added below the main call to action, along with copy to highlight the benefits of creating an account.

Aiming to balance the business goals of increasing marketing reach and building up a single customer view with providing the user with a quick and easy way to check out, a small guest checkout link was added below the main call to action, along with copy to highlight the benefits of creating an account.

Aiming to balance the business goals of increasing marketing reach and building up a single customer view with providing the user with a quick and easy way to check out, a small guest checkout link was added below the main call to action, along with copy to highlight the benefits of creating an account.

Aiming to balance the business goals of increasing marketing reach and building up a single customer view with providing the user with a quick and easy way to check out, a small guest checkout link was added below the main call to action, along with copy to highlight the benefits of creating an account.

Aiming to balance the business goals of increasing marketing reach and building up a single customer view with providing the user with a quick and easy way to check out, a small guest checkout link was added below the main call to action, along with copy to highlight the benefits of creating an account.

Placing clear information across the site to highlight delivery options and pricing, accepted payment methods, the returns policy and customer care details, ensures that customers feel supported and confident during the checkout process. 

Adding the word 'secure' to the checkout button along with a verification badge as the user enters the secure payment area reassures users concerned about entering their card details, especially when making high-value transactions.

Placing clear information across the site to highlight delivery options and pricing, accepted payment methods, the returns policy and customer care details, ensures that customers feel supported and confident during the checkout process. 

Adding the word 'secure' to the checkout button along with a verification badge as the user enters the secure payment area reassures users concerned about entering their card details, especially when making high-value transactions.

Placing clear information across the site to highlight delivery options and pricing, accepted payment methods, the returns policy and customer care details, ensures that customers feel supported and confident during the checkout process. 

Adding the word 'secure' to the checkout button along with a verification badge as the user enters the secure payment area reassures users concerned about entering their card details, especially when making high-value transactions.

Placing clear information across the site to highlight delivery options and pricing, accepted payment methods, the returns policy and customer care details, ensures that customers feel supported and confident during the checkout process. 

Adding the word 'secure' to the checkout button along with a verification badge as the user enters the secure payment area reassures users concerned about entering their card details, especially when making high-value transactions.

Placing clear information across the site to highlight delivery options and pricing, accepted payment methods, the returns policy and customer care details, ensures that customers feel supported and confident during the checkout process. 

Adding the word 'secure' to the checkout button along with a verification badge as the user enters the secure payment area reassures users concerned about entering their card details, especially when making high-value transactions.

The payment section was designed to be flexible in order to accommodate familiar payment methods and delivery options per locale, to ensure users are presented with an experience they are comfortable with.

For example, at the time paying after delivery via Klarna had the largest market share in Germany so it was placed at the top of the list. The checkout could also accommodate alternate payment types not offered in the UK such as cash on delivery, preferred in China.

The payment section was designed to be flexible in order to accommodate familiar payment methods and delivery options per locale, to ensure users are presented with an experience they are comfortable with.

For example, at the time paying after delivery via Klarna had the largest market share in Germany so it was placed at the top of the list. The checkout could also accommodate alternate payment types not offered in the UK such as cash on delivery, preferred in China.

The payment section was designed to be flexible in order to accommodate familiar payment methods and delivery options per locale, to ensure users are presented with an experience they are comfortable with.

For example, at the time paying after delivery via Klarna had the largest market share in Germany so it was placed at the top of the list. The checkout could also accommodate alternate payment types not offered in the UK such as cash on delivery, preferred in China.

The payment section was designed to be flexible in order to accommodate familiar payment methods and delivery options per locale, to ensure users are presented with an experience they are comfortable with.

For example, at the time paying after delivery via Klarna had the largest market share in Germany so it was placed at the top of the list. The checkout could also accommodate alternate payment types not offered in the UK such as cash on delivery, preferred in China.

The payment section was designed to be flexible in order to accommodate familiar payment methods and delivery options per locale, to ensure users are presented with an experience they are comfortable with.

For example, at the time paying after delivery via Klarna had the largest market share in Germany so it was placed at the top of the list. The checkout could also accommodate alternate payment types not offered in the UK such as cash on delivery, preferred in China.

As well as additional payment options, each section of the checkout template could be adapted to meet each region's legal requirements and customer expectations.

Tax is not included in US pricing, so to reduce the cart abandonment rate for the US market, a tax calculator appears on the shopping bag page so the user can keep track of any additional costs before they reach payment. 

As well as additional payment options, each section of the checkout template could be adapted to meet each region's legal requirements and customer expectations.

Tax is not included in US pricing, so to reduce the cart abandonment rate for the US market, a tax calculator appears on the shopping bag page so the user can keep track of any additional costs before they reach payment. 

As well as additional payment options, each section of the checkout template could be adapted to meet each region's legal requirements and customer expectations.

Tax is not included in US pricing, so to reduce the cart abandonment rate for the US market, a tax calculator appears on the shopping bag page so the user can keep track of any additional costs before they reach payment. 

As well as additional payment options, each section of the checkout template could be adapted to meet each region's legal requirements and customer expectations.

Tax is not included in US pricing, so to reduce the cart abandonment rate for the US market, a tax calculator appears on the shopping bag page so the user can keep track of any additional costs before they reach payment. 

As well as additional payment options, each section of the checkout template could be adapted to meet each region's legal requirements and customer expectations.

Tax is not included in US pricing, so to reduce the cart abandonment rate for the US market, a tax calculator appears on the shopping bag page so the user can keep track of any additional costs before they reach payment. 

Forms were optimised using an autofill service in multiple languages, with the ability to alter the layout of each form to accommodate each locale’s specific address format. For example, as well as adding a 'State' and 'Zip Code' vs Post Code option for the US market, the Japanese site displayed both Kanji and Katakana input fields to reduce cognitive load for customers who are accustomed to interacting with online forms in this way.

Forms were optimised using an autofill service in multiple languages, with the ability to alter the layout of each form to accommodate each locale’s specific address format. For example, as well as adding a 'State' and 'Zip Code' vs Post Code option for the US market, the Japanese site displayed both Kanji and Katakana input fields to reduce cognitive load for customers who are accustomed to interacting with online forms in this way.

Forms were optimised using an autofill service in multiple languages, with the ability to alter the layout of each form to accommodate each locale’s specific address format. For example, as well as adding a 'State' and 'Zip Code' vs Post Code option for the US market, the Japanese site displayed both Kanji and Katakana input fields to reduce cognitive load for customers who are accustomed to interacting with online forms in this way.

Forms were optimised using an autofill service in multiple languages, with the ability to alter the layout of each form to accommodate each locale’s specific address format. For example, as well as adding a 'State' and 'Zip Code' vs Post Code option for the US market, the Japanese site displayed both Kanji and Katakana input fields to reduce cognitive load for customers who are accustomed to interacting with online forms in this way.

Forms were optimised using an autofill service in multiple languages, with the ability to alter the layout of each form to accommodate each locale’s specific address format. For example, as well as adding a 'State' and 'Zip Code' vs Post Code option for the US market, the Japanese site displayed both Kanji and Katakana input fields to reduce cognitive load for customers who are accustomed to interacting with online forms in this way.