Hush increases conversion rate and drives positive ROI in just 2 weeks

About Hush

Founded in 2003 by Australian creative director Mandy Watkins, Hush has grown into a leading retailer of women’s clothing and accessories characterized by the brand’s modern laidback sense of style.

Hush has gone from strength to strength since its inception and in recent years has taken significant steps to enrich its digital strategy to provide a mobile-first, intuitive experience for its customers.

In 2021 the retailer partnered with Tryzens Global to support the brand’s growth plans and implement several strategic projects.

Services

NBusiness analysis
NCustom UX & UI design
NWebsite development & implementation
NConversion rate optimization
NTechnical SEO
NOn-site delivery, support, & training

Commerce Platform

Results

+£68kincremental annualized revenue benefit

2.8%uplift in conversion rate

-0.49%decrease in exit checkout rate

Salesforce Commerce Cloud

The Brief

Conversion rate optimization has become a significant area of importance in Hush’s digital strategy. In 2021, the retailer embarked on a journey to create a robust long-term CRO & experimentation strategy.

As an initial step, the team engaged with Contentsquare, a leader in digital experience intelligence and analytics, to research customer behavior (particularly mobile checkout), journey analysis, and zoning analysis.

Faced with a wealth of information but internal resource constraints, Hush needed strategic support and expertise to deliver on Contentsquare’s insights and produce an initial test as a proof of value.

Tryzens Global’s CRO specialists were brought on board to analyze the results, provide a number of hypotheses and recommendations across the site. As an initial step, we were to help Hush deliver its first test to demonstrate ROI through CRO.

The Challenge

Frustrations with mobile checkout

After analyzing the data and modelling the expected uplift, Hush and Tryzens decided to prioritize testing the mobile checkout. This approach aimed to catch the low hanging fruit and swiftly demonstrate value.

Although sessions on mobile were 2x higher than desktop, revenue was not reflective of this, which put the mobile journey and engagement under the microscope.

Working in collaboration with Tryzens Global’s CRO specialists, a deep dive into customer behavior during the checkout journey uncovered user frustrations such as:

Instances of multiple mobile pageviews on the delivery checkout page – i.e., they were looking for something that was not easily found.
Users were abandoning the delivery checkout page before seeing the order summary section, reverting back to pages higher up the funnel rather than completing their transaction.
Click recurrence on unclickable page elements causing confusion.
The primary CTA had a higher click recurrence for users that exit, suggesting they are more likely to experience an error filling out their delivery details.

The Solution

Reducing complexity and improving user experience

It was clear that there were too many distracting elements on the mobile checkout delivery page, which increased the likelihood of customers leaving the page. By removing the distractions and testing a simplified layout, Hush were able to keep users in the flow and increase the checkout progression rate and conversion rate.

Adjustments were made to:

The page header
This included a collapsed order summary section at the top of the page, allowing the user to focus on form completion while the primary CTA remained prominently visible on the page. Additionally, it ensured that crucial order information persisted without compromising on page length, particularly for narrow viewports on mobile devices.

Forms
Including the delivery and payment accordions, which were unnecessarily adding visual fixation and busyness at the top of the page. Side-by-side ‘Delivery’ and ‘Click & Collect’ tabs and icons were also introduced to improve usability.

Text entry & form fields
Improved form field clarity and introduced a ‘successfully filled in’ state with validation tick to minimize distractions within the flow.

The new checkout design reduces customer frustrations and provides a well-structured, premium experience to align to the premium brand positioning, which has positively impacted user behavior and conversion.

Key Integrations

“At Hush we recognise the value of experimentation and kick starting a rigorous CRO Programme here is important to us. That’s why we were very impressed with Tryzens’ “Treatment” approach to the mobile checkout journey based off valuable Contentsquare data insights. It’s so important to get off to a great start with a programme, and the collaborative effort from Tryzens’ demonstrated the value of testing to the wider business as reflected in the results.“

Sara Berrada

CRO Specialist, Hush Homewear

Site Features

The Results

The new checkout improved user experience and as a result, reduced exit rate and increased conversion rate.

This supported our hypothesis that our changes would allow users to easily navigate through the checkout and convert. Users are less frustrated and overwhelmed by steps in the checkout process, with the checkout exit rate significantly reduced.

Scroll rate (percentage of the page viewed) increased by 37% and reduced time to complete checkout, meaning users are seeing more of the page in less time, suggesting required next steps are clearer to the user.