Agency: RedEye

Reiss Saw A 9.64% Increase In Revenue Through Navigation Redesign

The Challenge

Established in 1971, Reiss prides itself on an uncompromising commitment to delivering original and directional design with a strong focus on quality and detail. This focus feeds into their website – their online shopfront. The team at Reiss are always looking to improve the online user experience and partnered with RedEye Optimisation to achieve this.

One of the first A/B tests they carried out, alongside RedEye, focused on improving their top navigation bar. It was found that the dropdown menu from the top navigation bar included repetitive content, making the user journey confusing and convoluted.

The ‘New Collection’ tab in the navigation was showing similar links to the ones found under the ‘Women’ and ‘Men’ tabs. This repetition meant that what the user could expect was not totally clear. Another item that needed some attention was the order of the options in the top navigation bar. In the control, the first item displayed was a link to the outlet page.

As users tend to read from left to right, Reiss was concerned users may click on the outlet link instead of the main women’s and men’s shopping sections.

The Solution

To address the potential issues highlighted, an A/B test was implemented for a period of three weeks. In this test the wording of ‘New Collection’ was replaced with ‘Editorial’, the drop down was simplified to ensure it only included links to editorial content, eradicating the repetitive links that were previously present.

The order of the links was also addressed, putting the ‘Women’ and ‘Men’ tabs ahead of the new ‘Editorial’ tab and ‘Outlet’ tab. The idea was that this change would reduce clicks to the ‘Outlet’ tab and increase clicks on the main ‘Women’ and ‘Men’ tabs to boost revenue. Two variations were created, one with the ‘Women’ and ‘Men’ tabs centred, just to the left of the Reiss logo and one where the tabs were to the far left of the navigation bar.

The Results

The results for this test show that by changing the order of the navigation bar and changing ‘New collection’ to ‘Editorial’, reduced engagement with ‘New Collection’/’Editorial’ but
increased engagement with the ‘Women’ and ‘Men’ tabs.

It also transpired that moving the ‘Outlet’ link to the right of the logo actually increased, rather than decreased engagement. Overall the impact of these changes led to a 2.12 per cent increase in sales and a 9.64 per cent increase in revenue.

“As one of our first A/B tests with RedEye we were really impressed with the team, from the consultants that helped us devise test ideas, to the UI designers that made the changes. The results we achieved were great, and I look forward to working with the team at RedEye Optimisation to make more impactful changes to the Reiss website.” Digital Optimisation Manager, Reiss

Visit the full case study on Reiss’s navigation redesign.