Marsh Wear’s AOV grew 10% in one week
We helped Marsh Wear test small, impactful adjustments across their site, resulting in more sales with a higher average order value.
Challenges
Marsh Wear have grown their brand on Shopify and worked with several developers over the journey. As a result, their theme has layers of different solutions balanced on top of each other. It’s a super common problem for growing apparel brands, but puts a natural handbrake on the activities behind ongoing optimisation. Marsh Wear also carried a handful of other very specific problems:
- Failing Core Web Vitals
- A mini-cart that would load twice
- Lots of legacy code and jQuery, slowing the site’s performance
- Search that was poorly implemented, making it harder for customers to find products
Technology
- Shopify Plus
- Nosto
- TailwindCSS
Goals
As a small team, Marsh Wear are focused on getting their product line and branding right. So when conversion rates and website optimisation come into the picture, their goal is to move things forward without becoming a distraction. This isn’t to say they don’t have a list of goals and objectives for their website:
- Improve the conversion rate
- Clean up the areas of friction causing customer’s frustration
- Make the website pass Google’s Core Web Vitals assessment
- Improve the website’s usability, while staying true to the brand
How did it play out?
The project started with a fairly extensive audit to uncover where the points of friction are hiding. This involved reading through hundreds of customer reviews, support tickets, auditing the codebase, and doing full walkthroughs of the site’s layout.
Once the list of potential improvements and fixes was listed out, our team jumped straight into the “just fix it” pile. Conversion rate optimisation isn’t all about A/B testing, it’s about removing things that stop customers from buying.
From there, we moved through the experiments assessed as having the highest impact with the lowest amount of effort to implement. The first batch of experiments yielded a 10.87% improvement in average order value and 8.67% increase in conversion rate.
The project is still young and there’s a large backlog of tests to work through, but we expect to see better results month-on-month for at least the next year.
What's next for Marsh Wear?
While the conversion rate optimisation experiments are making some headway, the Marsh Wear site is due for fairly major codebase refactor to introduce TailwindCSS, clean up unnecessary jQuery and fix some of the complex problems involving the mini-cart.
This next stage for Marsh Wear will mean A/B testing can be executed faster and more efficiently into the future.
Let’s work together
Book a 15 minute call and find out what improvement we can provide to your site.
The Clean Commit team was able to find us a better financial solution to make the project a lot more cost-effective.
They've been great with communication and have done a tremendous job in getting our site to gain speed and increase conversions.
