To women around the world, Leonisa stands for fun, stylish, sexy and fabulously fashionable intimate apparel, shapewear and women’s lingerie. It’s the favorite brand that women in 9 countries know they can trust for unmatched design, style and dependable high quality.
Leonisa is the lifestyle brand that today’s woman relies on and looks for by name – no wonder the company sells more than 37 million garments a year!
Leonisa approached Trinity Insight to update their shopping cart page in a way that would increase conversion and consumer confidence. The original cart page featured very strong guarantee and security messaging but Trinity Insight felt the use of multiple buttons throughout the page could be distracting users from the primary call to action.
Our team’s challenge was to find a way to present this security information in a way that would not distract from the main purpose of the page, converting their clients into paying customers. The current page was full of useful information, but we felt the way that information was presented could be improved upon.
Changing the display of the Update and Apply buttons to links would theoretically draw more attention to the redesigned checkout button. This, combined with redesigned edit and remove links, would lead to a lift in overall progression rate. Additionally, the display of the promo code messaging would make it more easily visible for users.
Trinity Insight created an updated shopping bag and presented it to Leonisa. The team increased the size of the checkout button, making it a highly visible green. Other user links were placed nearby so that the customer’s attention would naturally be drawn back to it.
Both the original and updated cart page designs were tested. Over a 12 day period, Our team worked with the Leonisa webmasters monitored how customers interacted with both the updated page and the original page, tracking how often each page lead to a conversion. At the end of the trial, the results were tabulated and the new design resulted in a noticeably improved conversion rate.
On the new page, Leonisa saw an increase of 11.25% in the number of customers who proceeded to checkout from the screen. Trinity Insight also discovered that customers who proceeded to checkout from the updated shopping bag were 20.25% more likely to convert and complete the sale.
To test their changes, Trinity Insight tested the new shopping bag screen, varying the design slightly to find the optimal configuration. This led to several changes that eventually became part of the final design including:
To learn as much as possible from data gathered during the test, Trinity dissected the results, finding patterns across several different segments of traffic. When comparing new vs. returning visitors, we learned that both sets of visitors were more likely to progress using the updated checkout screen. While both were more likely to progress, returning customers were far more likely to convert than new visitors.
New customers were more likely than returning customers to progress regardless of the checkout screen they were served in the test, making it difficult to accurately identify the effectiveness of the updated screen. Trinity hypothesized that new visitors were more likely to use the cart while comparison shopping, whereas returning customers who are more familiar with Leonisa’s product line were more likely to only add those products they were ready to purchase.
Even when you take these theoretical comparison shoppers into account, the new page created more conversions among both new and returning visitors. By making just a few usability adjustments to this single screen, Trinity Insight was able to dramatically increase Leonisa’s conversion rate and heavily impact overall revenue growth.