Case Study – Peter Millar

Peter Millar Sees Conversion Rates Rise by 6.8% Despite Large Year-Over-Year Increase In Traffic

Discover how Peter Millar, a premium lifestyle apparel brand, increased site-wide conversion while still growing traffic. Read on for the full success story…


Fashion & Apparel




Scale Customer Acquisition

The Situation

Premium lifestyle apparel brand, Peter Millar, was founded in 2001 with just a single cashmere sweater. Today, the brand has grown to include luxury performance sportswear, high-end apparel, and accessories, which they offer through online and specialty retail stores across the globe.

In search of a way to scale customer acquisition, the brand partnered with ROI Revolution. The ROI team explored opportunities to improve Peter Millar’s overall website experience and convert new customers that were interacting with the brand for the first time.

Opportunity Identified

The team at ROI identified over a dozen opportunities to optimize the brand’s webpage. It was determined that a lack of detailed product information and unnecessary interactions were restricting the brand’s conversion rates.

The team quickly got to work to reduce user search frustrations, increase overall credibility of the site, and emphasize the prominence of unique selling points. First, they identified what ideas to test and how to adapt within the brand’s image. Next, they strategically organized their core hypotheses into three main groups, each with primary subtests around that idea.

Our Expertise in Action

Group 1: Increase the Prominence of Unique Selling Points

TEST A: Increase the prominence of in stock and ships next day messaging
Hypothesis & Strategy
To increase user motivation and awareness of the benefits to purchasing, we increased the prominence of “in stock” messaging on product display pages by increasing the text font size.
Results: 4.14% conversion rate lift

TEST B: Specify that standard shipping is free
Hypothesis & Strategy
To reduce customer anxiety and frustration, we clarified that standard shipping is free earlier in the funnel so customers wouldn’t think they would have to pay to get their product shipped.
Results: 3.67% conversion rate lift

Group 2: Increase the Prominence of Product Information

TEST A: Increase prominence of price (mobile)
Hypothesis & Strategy
To reduce User frustration and increase purchases, we enhanced the font size and prominence of pricing at the top of product listing pages, and changed the color on mobile.
Results: 5.7% conversion rate lift

TEST B: Fitment guide placement
Hypothesis & Strategy
To reduce customer anxiety and boost conversion rate, we increased the visual prominence of the fit guide. This test had four variations of size chart placement.
Results: 11.72% conversion rate lift

TEST C: Add collection names to product listings
Hypothesis & Strategy
To increase product listings clarity and conversion rates, we added collection names on the product listing page for all device types.
Results: 7.49% conversion rate lift

Group 3: Decrease Clicks and Interactions

TEST A: Add a way to close faceted navigation (desktop)
Hypothesis & Strategy
To decrease user friction and increase conversion rates, we increased the filter functionality so that users had more clarity how to leverage and close the dropdown feature.
Results: 5.42% conversion rate lift

TEST B: Add a login icon to header (tablet, mobile)
Hypothesis & Strategy
To encourage more users to log in and increase new user loyalty, we added a login icon to the header to make it faster and easier for mobile and tablet users to log into their account.
Results: 5.42% conversion rate lift

Results Achieved

The ROI team has continued to make iterative improvements to the user experience. By reducing friction and communicating the Peter Millar brand message and unique selling points, the team has managed to increase the sitewide conversion rate by 6.8% year-over-year even while seeing a 45% increase in traffic during the same period.

Key Takeaways

Never Stop Testing. Each week you should be testing. Consider what your customers are expecting and analyze experiences your competitors are rolling out. This keeps your brand ahead of the curve, and your website up-to-date and in-line with customer expectations of enhanced experiences.

Test the Trends, Rather than Trusting the Trends. Testing allows you to dip your toes in the water with trends and purported best practices to see what’s actually improving user experience before wasting development hours.

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