Boden uses HP web testing to dress up sales figures

Online clothing retailer Boden says it is using HP Optimost - HP Autonomy’s multivariate testing (MVT) technology - to boost sales through its web store.

Based in London, and operating in Austria, France, Germany, the UK and the US, Boden said it has been using HP Optimost for four years to "inform its web design" and "offer the best possible web experience for its customers".

HP Optimost tests combinations of web elements including layout, graphics, text and calls to action. This MVT technology allows Boden to respond to what its customers want by choosing the objectively best-performing web designs that result in increased conversions, order rates and revenue.

“How our customers interact with us is constantly evolving,” said Paul Knutton, eCommerce manager at Boden. “To make it easier for our customers to buy from us, we need to better understand their online behaviour, use that insight to quickly make improvements and then measure the impact on conversion.

"All this needs to happen across an ever-growing number of devices and operating systems."

One recent test was focused around improving site design for tablets. Boden knew that driving more sales from tablets through its website would have a significant impact for the business, and used HP Optimost to test several variant menu designs for tablet browsing.

The winning design produced an average uplift of 14.3 percent in sales across the three regions in which Boden operates. The highest of these was an 18.6 percent uplift in one region.

Copyright © 2013 IDG Communications, Inc.

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