Get The Label Case Study

Get The Label is an online retailer that sells discounted branded clothing, footwear and accessories for men, women and children. Visitors can benefit from savings of up to 75% off the RRP. They are committed to bringing you the brands you love at affordable prices.

Get The Label has an enormous number of brands and items of clothing on their site, which provides a lot of choice for customers. However, it was identified this could be overwhelming for visitors with too many options available.

They wanted visitors to find the product they wanted to buy as quickly as possible, but with so much choice, this was not easy.

After conducting thorough research, Get The Label identified that their highest level of conversion rates came after visitors had interacted with the search bar whilst on their shopping journey.

Visitors who used the search bar to shop had a 4.5% conversion rate, compared to just 1.8% of visitors who did not use the search bar. This was likely because visitors knew what they had come to the site to shop for.

Get The Label has a very pro-active approach to testing. They are constantly looking to learn from every test and even after a test has won, they will continue working to ensure their site is optimised to increase conversions.

To increase interactions with the search bar (and therefore sales), two tests were conducted at different points to attract more visitors to use the search bar whilst shopping on the site.

The first was an ABn test that ran for 24 days on mobile only.

The appearance of the search bar was changed to see if either a search icon, text change or flashing search increased engagement. Furthermore, there were 3 different versions which visitors could see.

This was the control version before any changes were made:

As seen above, the control version of the experiment did not have anything that highlighted the search bar.

The different versions of the search bar (pictured above) were tested. The first version included a magnifying glass by the search bar, the second version changed the copy on the search bar, and the third version was lit up in green.

Whilst this test generated some good results, Get The Label wanted to iterate and continue building on this momentum. Another test was conducted which had a similar goal of attracting visitors to using the search bar functionality.

This was the control in the next test:

Different variations were tested across 15 days, still utilising an ABn method and testing on mobile devices.

Whilst the search icon was kept on each version in this test, there were changes to the brightness of the flashing search bar and some text copy was changed (as seen above).

From the first test, the winning variation was the 3rd one, where the search bar was lit up in green to highlight the search function and encourage visitors to shop this way. During a test period of 24 days, this test generated a +3.32% increase in visitors and a +3.31% increase in visitors converting. Based on similar traffic quality, this optimal could maintain +460 additional conversions each quarter.

From the 2nd test, which was run on the back of the original, the winning variation was the 2nd version of the test. This included a magnifying glass in the search bar and included the word ‘Search’ to emphasise the opportunity. During a test period of 15 days, this version generated +6% more searches, and users were +4.24% more likely to add to basket.

Overall, the tests generated an increased conversion rate of 4.38%.