2. Introduction
• The Nasty Gal website has a considerable amount
of attributes that aid in conversion rates. Notable
features include:
o “Live Chat”
o Feedback
o Restocking
o Variety of Currency & Locations
• However, there are 3 features that stand out the
strongest:
6. Room for Improvement
• Lowest conversion rates for most
popular pages
• Small fraction of people engage
with Content and few make it to
Basket & Checkout
• Need to provide welcoming
experience and appeal to each
individual’s taste
• Must make sure customers in
Basket commit to their purchases
• Provide customers with more
tools on Search Listings
• 3 most important areas to focus
on:
o Enhancing Content
o Integrating Abandonment
Prevention
o Improving Search Listings
7. Enhancing Content
• Make the website more personable
via enhanced Content and
Messaging
• Very important to make a lasting
first impression upon arriving at the
Homepage, subsequent pages will
increase in both Visitors and
Converters
• Suggestions include:
o Welcome Messages
o Tweak Sales poster
o Create Sales for individual
departments or styles
o Include “About Us” section on
every page
• Results:
o Conversion rate increase by
33%; an additional 24,750
converters
o Total of 3.33% conversion rate
with 99,750 converters
8. Implementing Abandonment
Prevention
• No attempt to retain customer
• Must implement Abandonment
Prevention techniques.
Suggestions include:
o Pop-Ups with special
discounts and savings
o Suggestions for additional
items or shipping free of cost
o E-Mail Notification includes
friendly reminder of items in
basket
• Results:
o Conversion rate increase by
30%; an additional 27,000
converters
o Total of 58.5% conversion
rate with 117,000 converters
9. Improving Search Listings
• Search Listings page would
benefit from additional
customization and tweaks,
including:
o Current Sales and Outfit
Themes
o Weather Targeting Filter
o Static Sidebar
• Results:
o Conversion rate increase
by 21%; an additional
9,072 converters
o Total of 10.89% conversion
rate with 52,272
converters
Editor's Notes
Notes:
The “Live Chat” feature allows customers to have all questions/concerns answered immediately (Optimize Widgets)
The ability to send feedback to the company on each page allows for seasoned and novice customers alike to help improve the website
Ability for customers to vote for restocking popular items
Ability to change the currency/locale of the customer at the top of each page
Notes:
Borders placed on top of pages notify customers of special deals, including various sales and shipping discounts. Deadlines help in driving customer conversions (Urgency Messaging).
Notifications for products with limited supply and low inventory encourage customers whom may be on the fence to convert (Low Stock Pointer).
The ability to create an account with ease and build a wishlist (“Crushes”) of your favorite items is convenient.
Furthermore, it provides customers with the ability to customize their lists however they see fit and even share their wardrobe ideas with others. Giving users the tools to customize and to control their experience is always an incentive.
.
Notes:
In addition to current sales and discounts, the Home page includes a series of new items; furthermore, a monthly email notifies all Nasty Gal account holders of all new items listed on the website
“Lookbooks” provide themed selections of products for relevant events and holidays, making it easier for customers to purchase items for any occasion.
Banner located on top of every page lists helpful categories, including popular items, sales and a blog featuring reputable fashion icons and celebrities
Note:
This is a small yet powerful feature of the website
Each product page includes a group of several items & accessories that compliment it; These are typically items worn by the Model although they also include pieces that match the customer’s style and preference
These items are generally less expensive than the main pieces shown, convincing customers to spend more at marginal prices
Notes:
As you can see via the adjacent bar graph, there is a stark contrast between the amount of people who visit the Home, Category Listings and Product pages, and the those who actually become paying customers
Very few of these visitors move on from these pages. They seemingly dismiss the content and only a fraction of the initial visitors make it to the Basket and subsequent Checkout pages.
The adjacent chart shows the amount of people whom visit each page compared to the initial amount of 3,000,000 visitors.
It is evident that Nasty Gal needs to provide a more welcoming experience to visitors and cater to the unique tastes of each visitor so that they are not merely browsing a broad selection of items but rather looking at products that appeal to their particular interests
Furthermore, Nasty Gal needs to secure those customers whom have made it to the Basket page but may be hesitant to follow through with their purchases
Additionally, the Search Listings page can be improved and give the customer more control over their selection
With that said, I believe the 3 most important areas to focus on are
Enhancing Content
Integrating Abandonment Prevention
Improving Search Listings
Notes:
I believe that customers all too often visit Nasty Gal strictly to browse items, aimlessly drifting through countless products without any direction and ignoring a majority of the content
Nasty Gal needs to enhance the overall customer experience. They provide some strong features that help to drive conversions but these can be built upon. I also think that Nasty Gal should work on making the website more welcoming and tailored to each visitor’s tastes.
The Homepage should include a Welcome Message upon arrival
Qubit’s client, Bebe, offers a 10% discount immediately upon arrival, asking the new customer to signup for a free newsletter informing them of new arrivals, special events and exclusive deals.
I think that this exclusivity makes the customer feel more at home and automatically closer to the company
Nasty Gal has a large Current Sales poster as soon as you arrive. I noticed that Qubit’s client Farfetch utilizes this as well but takes it a step further.
Their poster also includes links to Farfetch Team shopping advice and how to take full advantage of the current sale.
This extremely helpful technique allows the customer to put together combinations of products and makes them feel as though Farfetch are unique in that they are immediately reaching out to help the customer
To further enhance the Sales being offered, I believe that Nasty Gal should offer Sales within multiple departments or styles.
For example, Staples’ website notifies arriving customers of latest deals within each department rather than a sitewide sale
Being more specific helps to target the viewing customer’s particular niche, allowing the customer to choose their own path through the website and increasing the chances of conversions
Finally, the border located atop every page helps the customer to navigate through different areas of the site. In addition to the tools provided, the website should include an “About Us” section informing the visitor of Nasty Gal's history.
Through speaking with several colleagues who shop at Nasty Gal, I’ve found out that people are genuinely interested in founder and CEO, Sophia Amoruso’s story
What began as a hobby making collections of clothing on eBay eventually grew into an international brand with a dedicated following
This kind of story is relatable to any fashion connoisseur or blogger, and can help convert casual visitors into Nasty Gal followers/customers
Results:
I utilized Qubit’s Crew Clothing case study for an estimate 8% increase in conversion rate using Welcome Messages.
I also used the case study for Stylistpick, which helped to tailor wardrobe selection in addition to providing a discount, estimating an additional 20% in conversion rates.
Finally, I decided that a 5% increase would be suitable for the addition of an “About Us” section.
The conversion rate increased by 33%, for a total conversion rate of 3.33% and 99,750 converters
Notes:
Created a Nasty Gal profile to test out the Basket and Checkout features and what immediately caught my attention was the complete lack of any attempt to retain the customer
I was able to leave the Basket and Checkout pages, as well as exit my browser, without the site trying to stop me. Perhaps certain messages and incentives can help prevent this
I believe that it is imperative that Nasty Gal implements Qubit’s Abandonment Prevention tools for the Basket page in order to help convince customers and drive conversions
I suggest pop-ups to help retain customers leaving Basket/Checkout.
These pop-ups could include special codes for discounts and savings.
Additionally these Pop-ups could suggest additional items for free, should Nasty Gal be capable of providing that service.
This would be particularly helpful with returning customers loyal to the company
Finally, checking out of store requires Nasty Gal account; while easy to sign up and convenient to have for future shopping, Nasty Gal does not utilize this information to their full advantage
I suggest reminding customers via email of items still in basket at later date (they may have had more time to reconsider or items may now be within their budget that they had forgotten).
Results:
I utilized Qubit’s case studies for both LK Bennett and Wallis.
The former increased conversion rates by offering free shipping to returning customers and the latter used special offers to keep hesitant visitors from leaving the Basket page and checking out.
This gave me an estimate 20% increase in Conversion Rates. Furthermore, I decided that a 10% increase would be appropriate for an E-mail Notification.
The conversion rate increased by 30%, for a total conversion rate of 58.5% and 117,000 converters
Notes:
Search Listings provide customization and filters for selecting products closer to customer’s preferences, however the page could include additional features
The Search Listings page currently provides the user with tools to filter by clothing categories, style and color. This can be further built upon by including relevant sales and outfit themes in order to provide Search Results that are more catered to the individual’s taste.
Nasty Gal could also utilize a Current Climate filter akin to Qubit’s Weather Targeting
Filter Sidebar should remain in a static location while user scrolls down. Additionally, the selection could continue without end so that as the user scrolls down the page, new products are generated until the results of the search parameters have been filled.
Results
I utilized the results displayed within Qubit’s Topshop and Burton Case Studies to estimate the effect these changes would have on conversions. Topshop’s minor Page Redesign provided an uplift of 10% while Burton’s Weather Targeting implementation resulted in a conversion uplift of 11%.
The conversion rate increased by 21%, for a total conversion rate of 10.89% and 52,272 converters
