Success stories

Ridestore

A two-month A/B test with Fit Finder resulted in a 9% increase in value per visitor and a 4% increase in conversion rate for Swedish outdoor retailer Ridestore.

vertical:Outdoor
market:Europe

About Ridestore

Everyday explorers need extraordinary gear - is where they go to get it. Founded in Sweden over 10 years ago, Ridestore is known for its impressive selection of outdoor brands. With customers at the heart of its operational strategy, the company offers regional online shops in Sweden, Finland, Norway, Denmark, Poland, Germany, Austria, Switzerland, Italy, France, Spain, The Netherlands, and the UK.
Ridestore uses direct customer feedback to refine seasonal collections for its in-house brands. The retailer joined forces with its customer base to co-create the fastest growing snow brand in Europe - Dope Snow. Originally unisex, the brand launched its first women’s collection last season.

Challenges Faced

Ridestore started as an up-and-coming outdoor retailer in a saturated international market. After building brand recognition and reaching a wider audience, Ridestore had two main objectives: eradicate sizing uncertainty and deepen brand trust. On the company side, size charts couldn’t keep up with evolving in-house product. On the customer side, differing regional fit expectations meant Ridestore needed a responsive sizing solution available in all local languages. The retailer wanted to respond to client requests in real time and provide the best online shopping experience possible.

“Fit Finder helps us create a dialogue with our customers. Although this tool is first thought to find the perfect size for our customers, it is also a pretty powerful acquisition lever. Indeed, it is easier to create a trusting relationship with reassuring tools; it’s also a great way to show that we’re trying our best to go further than most other e-commerces by offering an innovative tool that meets the real needs of our customers. FitFinder and our StyleCreator allow us to digitize the old physical fitting rooms.”

Solution

In response to direct customer feedback, Ridestore engaged Fit Analytics to address issues around fit and sizing. After a short onboarding, Fit Finder’s seamless integration process allowed Ridestore to quickly implement the solution with no negative impact on their internal IT resources.

Through an A/B test, Ridestore and Fit Analytics measured the overall business impact of Fit Finder on the site. During the test period, site traffic was divided into two funnels: one group with Fit Finder enabled, and a second group who saw a generic “size help” button leading to a static size chart.

Results

Two months of A/B testing on ridestore.com showed positive impact results in multiple key areas. Shoppers who used Fit Finder showed a 4% higher conversion rate and a 7% lower return rate than customers who used a static size chart. Increased user confidence led to a 4% increase in average order value and an impressive 9% increase in value per visitor when comparing the two groups.

Increase in conversion rate

+
4
%

Decrease in returns

-
7
%

Increase in value per visitor

+
9
%

Test setup
Website
www.ridestore.com
Time period
July 6, 2016 – August 31, 2016
Number of shoppers
10,000
Type of test
A/B test with Fit Finder (“Variant”) versus size chart (“Control”)

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