The Problem
Shamswear.com is an online boutique for high-quality Muslim woman’s clothing. At a 0.7% conversion rate, they were simply unable to scale. It was impossible for them to surpass $30,000 per month without sacrificing profitably.
The Goal
The goal was to increase the conversion rate to a number that would allow them to scale. The average order value of the store is $125 so even a small improvement in conversion rate would make big a difference. (Most people think doubling your conversion rate doubles your profits – it doesn’t. It increases it by a factor of about 6).
Methodology
To understand the customer psychology and really understand how we could optimize the site, user testing and customer surveys were conducted (as well as other research methods).
We found that because the fabrics are sourced in Dubai, many people naturally assumed the items were also SHIPPED from Dubai, which was not the case. We quickly resolved this clarity issue.
Another great angle we found that resonated with the customers was the fact that the company was woman-owned. This is a rarity in the Muslim world, and it was NOT being communicated well. Since modifying the copy and icons to show this, we noticed an immediate boost.
One of the biggest points of friction holding customers back from buying on the site was sizing. When ordering an Abaya (a traditional Muslim garment), it’s difficult to get the sizing right. We worked with the owner to create a detailed size guide, and this also made a massive difference in conversions.
The Results
We were able to more than DOUBLE the client’s conversion rate – from 0.7% to 1.9%!
This allowed the client to finally start scaling her traffic budget. She was finally able to blow past her usual $30,000/mo and hit her first six-figure month!