Case Studies › Ripley Rader

How one collection page test lifted Ripley Rader's revenue per visitor by 16%

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DESIGN
Ripley Rader result card: +16% revenue per visitor from one collection page test, with the founder on video
+16%
Revenue per visitor, collection quick view test
+12%
Conversion rate, 2.8% to 3.1%, swatch test
+8%
Revenue per visitor, USP bar test
In their words
Our CVR has never been better over the 15 years of our business.
Ripley Rader founder
ripleyrader.com
Ripley Rader mobileRipley Rader optimised page
Client
Ripley Rader
Industry
Womenswear
Platform
Shopify
Engagement
Ongoing CRO programme
The challenge

Shoppers needed to see colour, size and trust faster.

Ripley Rader sells wardrobe staples in many colours and sizes. Shoppers had to open each product to see other colours or choose a size, and reasons to trust the purchase, like free shipping and returns, were easy to miss while browsing.

  1. 01Friction point

    Colour choice hidden

    Flat swatches did not show the garment in each colour.

  2. 02Friction point

    Extra clicks to buy

    Shoppers opened a product page just to choose a size.

  3. 03Friction point

    Trust not visible

    Free shipping and returns were easy to miss.

The strategy

Remove the clicks between browsing and buying.

We focused on the moments where fashion shoppers hesitate: choosing a colour, choosing a size and trusting the purchase. Each change ran as an A/B test, and we report the confidence level on every result.

Where we worked in the funnel
  1. 1NavigationMobile menu
  2. 2CollectionWin 2
  3. 3Product pageWin 1, size selector
  4. 4Site-wideWin 3
  • How we worked
  • Product page
  • Collection
  • Navigation
  • Trust
  • A/B testing
The tests

The wins, up close.

1Product page · Colour swatches

Show the product in every colour

We replaced flat colour swatches with image swatches, so shoppers see the actual garment in each colour before they choose.

2.8% → 3.1%Conversion rate · 98% significance
$6.90 → $7.70Revenue per session
42 daysTest length
  • Why it wonIn fashion, colour is the decision. Showing it removes a reason to hesitate.
Live today · image colour swatches on the product page
Ripley Rader product page with image colour swatches and size selector
2Collection · Quick view

Let shoppers pick a size from the collection

We added quick view buttons to collection product cards, with a dedicated modal on mobile, so shoppers can choose a size and add to bag without leaving the collection.

$6.50 → $7.50Revenue per visitor · 94% confidence
2.4% → 2.6%Conversion rate · 85% confidence
  • Why it wonEvery page load between browsing and the bag is a chance to leave. Fewer steps, more orders.
Live today · sizes on the collection card
Ripley Rader collection page on mobile with quick add sizes on the product card
3Site-wide · USP bar

Put the reasons to buy under the navigation

We added a bar under the navigation with three reasons to buy: free shipping over $140, 30 day returns and proudly made in America.

1.8% → 2.0%Conversion rate · 94% confidence
$4.90 → $5.30Revenue per visitor · 90% confidence
  • Why it wonTrust signals work hardest when shoppers see them on every page, not just at checkout.
Winning design · USP bar under the navigation
Ripley Rader header with USP bar: free shipping, 30 day returns, made in America
More wins · Navigation and sizing

A clearer mobile menu and size selector

A redesigned mobile mega menu lifted conversion rate from 1.7% to 1.8% over 15 days. A new size selector lifted revenue per visitor from $12.00 to $13.50 over 15 days.

$4.20 → $4.60Revenue per visitor · mobile menu, 84%
$12.00 → $13.50Revenue per visitor · size selector, 87%
Why it won

What made the difference, section by section.

  1. 1Product page · Colour swatches

    Show the product in every colour

    In fashion, colour is the decision. Showing it removes a reason to hesitate.

    2.8% → 3.1%Conversion rate · 98% significance
  2. 2Collection · Quick view

    Let shoppers pick a size from the collection

    Every page load between browsing and the bag is a chance to leave. Fewer steps, more orders.

    $6.50 → $7.50Revenue per visitor · 94% confidence
  3. 3Site-wide · USP bar

    Put the reasons to buy under the navigation

    Trust signals work hardest when shoppers see them on every page, not just at checkout.

    1.8% → 2.0%Conversion rate · 94% confidence
Honest accounting

Not every result is equally certain.

We report confidence on every test. The headline metrics for the colour swatch, quick view and USP bar wins came in at 90% confidence or higher. The mobile menu and size selector wins came in at 84% to 87%, so we treat them as directional.

The bigger result

Every step from browse to buy got easier.

+16%Revenue per visitorQuick view test, 94% confidence
+12%Conversion rateColour swatch test, 98% significance
+8%Revenue per visitorUSP bar test, 90% confidence
Keep reading

See how we work

Want the method behind these results? See how our Shopify CRO agency runs a testing programme, read how long to run an A/B test, or browse more case studies. New to us? Start at the PM Digital homepage.

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