[ { "id": "vwo-zalora-pdp-returns", "type": "experiment_case_study", "brand": "Zalora", "industry": "apparel / fashion marketplace", "title": "How Zalora's Product Page Optimization Increased Checkout Rate By 12%", "publisher": "VWO", "url": "https://vwo.com/success-stories/zalora/", "date": null, "metric": "12% checkout-rate increase", "basis": "relative lift; A/B campaign on applicable product pages in English and Chinese sites; sample and runtime not disclosed", "changes_bundled": "Made free delivery and 30-day return language more visible; tested free-return copy next to price; excluded ineligible/sale products from some changes.", "limitations": "Vendor success story; multiple variants/eligibility rules; does not disclose sample, duration, statistical confidence, or absolute checkout rate; current page need not match tested version." }, { "id": "vwo-andaaz-mobile-information", "type": "experiment_case_study", "brand": "Andaaz Fashion", "industry": "apparel", "title": "Andaaz Fashion's Conversion Success: ConvertPolo's Expertise Meets VWO's Testing Power", "publisher": "VWO / ConvertPolo", "url": "https://vwo.com/success-stories/andaaz-fashion/", "date": null, "metric": "Test 1: purchases +125.95%; product-page conversion rate +109.38%. Test 2: add-to-cart conversions +45.38%. Test 3: purchases +18.39%.", "basis": "relative lifts; three A/B tests on mobile product-card info, mobile PLP filtering/reviews, and search; sample, runtime, confidence and absolute rates not disclosed", "changes_bundled": "Test 1 added product, delivery and support tabs to mobile product-card imagery. Test 2 added reviews in initial viewport plus sticky filter/sort. Test 3 added predictive suggestions/results/navigation.", "limitations": "Vendor/agency case study; very large relative lifts without base rates or statistical reporting; effects are per bundled test and cannot be attributed to visual identity or a single UI element." }, { "id": "vwo-goodwillfinds-mobile-pdp", "type": "experiment_case_study", "brand": "GoodwillFinds", "industry": "multi-category resale (jewelry, electronics, furniture, clothing)", "title": "GoodwillFinds Increases Clicks On The Add-To-Cart Button By A/B Testing The Product Page", "publisher": "VWO", "url": "https://vwo.com/success-stories/goodwillfinds/", "date": null, "metric": "5.16% increase in Add-To-Bag clicks", "basis": "relative lift; mobile PDP A/B test; 8-day runtime; sample, confidence and absolute click/purchase rates not disclosed", "changes_bundled": "Removed content-heavy shipping/authentication sections, positioned Add-To-Bag after product images, and moved More Like This after product details.", "limitations": "Click proxy rather than completed purchase; reported slight improvement in Place Order but no figure; vendor case study; current PDP may differ." }, { "id": "shopify-gltc-migration", "type": "before_after_case_study", "brand": "Great Little Trading Company (GLTC)", "industry": "children's furniture, toys and home", "title": "Ecommerce Migration Case Study: Leading UK Retailer Migrates 11.1M+ Data Points in 16 Weeks", "publisher": "Shopify", "url": "https://www.shopify.com/nz/enterprise/blog/ecommerce-migration-case-study", "date": "circa 2018 (page metadata/search result: 8.1 years ago)", "metric": "6% conversion-rate lift; orders +10%; session duration +10%; bounce rate -24%; pages/session +80% over three months", "basis": "before/after post-migration reporting, relative changes; 16-week redesign/migration, results over first three months; no experimental control, sample, or absolute rates", "changes_bundled": "Shopify Plus migration, UX audit/workshop, navigation and Shop by Room changes, clearer visual/text hierarchy, swatches, PDP delivery tabs, related items, guest checkout, search, SEO remediation and operational changes.", "limitations": "Many simultaneous platform, UX, SEO and operational changes; temporal comparison; Shopify publisher; conversion lift cannot be attributed to aesthetics or an individual change." }, { "id": "shopify-conran-replatform", "type": "before_after_case_study", "brand": "The Conran Shop", "industry": "home & garden / furniture", "title": "How The Conran Shop halved its total cost of ownership with Shopify", "publisher": "Shopify", "url": "https://www.shopify.com/case-studies/the-conran-shop", "date": "post-February 2024 UK migration; publication date not disclosed", "metric": "54% increase in conversion rates; 23% increase in email marketing revenue; 50% TCO reduction", "basis": "reported post-replatform relative changes; no experiment, time window, sample, absolute rates, or control disclosed", "changes_bundled": "Magento-to-Shopify migration, phased international rollout, unified commerce, Shopify POS/B2B/Expansion stores, app-based PIM approach, rebrand and agency (Unified) work.", "limitations": "Concurrent rebrand and multiple commerce changes; source attributes result to broad replatforming; no methodology to isolate UX/design effect." }, { "id": "shopify-incu-replatform", "type": "before_after_case_study", "brand": "Incu", "industry": "apparel & accessories", "title": "With conversion rates up nearly 80%, Incu boosted its annual sales 300% after replatforming", "publisher": "Shopify", "url": "https://www.shopify.com/uk/case-studies/incu", "date": null, "metric": "First week: conversion rate +15%, revenue +26%, engagement +91%, bounce rate -40%; following months: conversion rate another +70%-80%; annual online sales +300% YoY", "basis": "before/after relative changes; first-week and subsequent-month periods reported; no control, sample, absolute rates, or experiment", "changes_bundled": "Shopify Plus upgrade, new theme, front-end customisation, advanced filtering custom app, automation, scripts, cart/shipping customisations and a promotion via Launchpad.", "limitations": "Contains promotion-driven revenue result and broad operational changes; no causal isolation or statistical detail; platform publisher." }, { "id": "shopify-peepers-checkout", "type": "before_after_case_study", "brand": "Peepers", "industry": "eyewear / accessories", "title": "Peepers increases conversions by 30% with a custom checkout", "publisher": "Shopify", "url": "https://www.shopify.com/fi/case-studies/peepers", "date": null, "metric": "conversions +30%; average order value +20%", "basis": "reported post-switch relative changes; no experiment, time period, sample or absolute rates disclosed", "changes_bundled": "Redesigned Shopify Plus site, additional/reshoot product views, updated descriptions, custom free-shipping progress motivator, and ongoing split tests for accessories.", "limitations": "Traffic surge around Oprah feature is a material confounder; several site and checkout changes; vendor source; current site may be different." }, { "id": "baymard-mobile-research", "type": "original_usability_research", "brand": null, "industry": "cross-industry ecommerce", "title": "Mobile E-Commerce UX", "publisher": "Baymard Institute", "url": "https://baymard.com/research/mcommerce-usability", "date": null, "metric": "20,000+ hours of mobile behavior testing; 50+ major ecommerce sites in testing; 3,600+ observed mobile usability issues; benchmark of 138 US/European mobile sites with 25,000+ scores", "basis": "qualitative usability research plus benchmark; not a conversion experiment or brand-specific uplift claim", "changes_bundled": "Research covers mobile navigation, search, forms and sitewide features across 400+ guidelines.", "limitations": "Does not establish a numerical conversion lift for a specific design intervention; guidance must be evaluated against a given product/category and experiment." }, { "id": "pentagram-great-jones", "type": "design_identity_case_study", "brand": "Great Jones", "industry": "cookware / food & drink", "title": "Great Jones", "publisher": "Pentagram", "url": "https://www.pentagram.com/work/great-jones", "brand_url": "https://greatjonesgoods.com", "date": null, "metric": null, "basis": "agency identity case study; no conversion outcome claimed", "changes_bundled": "Brand identity, packaging, website, product naming/colors, messaging, photography/illustration art direction, and social assets. The source describes multiple shop entry points and product-care/use information.", "limitations": "Design portfolio, not outcome evidence; source descriptions of distinctiveness/resonance are design rationale, not measured conversion proof; current brand site may differ." }, { "id": "pentagram-plenaire", "type": "design_identity_case_study", "brand": "Plenaire", "industry": "skincare / beauty", "title": "Plenaire", "publisher": "Pentagram", "url": "https://www.pentagram.com/work/plenaire", "brand_url": "https://plenaire.co", "date": null, "metric": null, "basis": "agency identity case study; no conversion outcome claimed", "changes_bundled": "DTC skincare identity, packaging, custom type, graphic system, palette, photography and materials; product system mapped cleanse/relax/energise routines.", "limitations": "Design portfolio without outcome measurement; does not demonstrate that identity or packaging caused conversion; current site/version may differ." }, { "id": "pentagram-evernow", "type": "design_identity_case_study", "brand": "Evernow", "industry": "women's health / menopause care", "title": "Evernow", "publisher": "Pentagram", "url": "https://www.pentagram.com/work/evernow", "brand_url": "https://www.evernow.com", "date": null, "metric": null, "basis": "agency identity/digital experience case study; no conversion outcome claimed", "changes_bundled": "Brand strategy, positioning, visual language, site UX direction, messaging, custom icons/infographics, photography and cross-channel toolkit.", "limitations": "Source mentions a $28.5M Series A relaunch context but provides no sales/conversion data; cannot associate performance with the aesthetic." }, { "id": "pentagram-dally", "type": "design_identity_case_study", "brand": "Dally", "industry": "botanical hand wash / personal care", "title": "Dally", "publisher": "Pentagram", "url": "https://www.pentagram.com/work/dally", "brand_url": "https://dallygoods.com", "date": null, "metric": null, "basis": "agency identity case study; no conversion outcome claimed", "changes_bundled": "Naming, positioning, packaging, custom square dispenser, digital design, subscription offer framing, type and image systems.", "limitations": "Design portfolio only; descriptions of packaging/display appeal are not behavioral or conversion evidence; current site may differ." } ]