Success stories

THE ICONIC

In a three-month A/B test with Fit Analytics, visitors to THE ICONIC exposed to Fit Finder contributed to 5.9% higher net revenue thanks to higher conversion rates and a lower rate of return.

vertical:Lifestyle
market:Australia

About THE ICONIC

Since launching in 2011, has become Australia's leading online fashion and sports retailer. The company's success is built on a commitment to providing an unparalleled shopping experience through its product offering, technological innovation, and stellar customer service.
The breadth of its portfolio has since strengthened further with the launch of THE ICONIC Sport in 2016 and a dedicated Premium Hub in early 2017.

Challenges Faced

As a multi-brand retailer, THE ICONIC operates in a complex and highly competitive retail environment. It supports over 700 brands and 45,000 products (with 200 new products added daily). THE ICONIC needed a sizing partner who could deliver an instant e-commerce uplift across a diverse, ever-changing product range.

In keeping with its customer-friendly free returns policy, THE ICONIC wanted to help customers choose the correct size and avoid the disappointment of needing to return an item they like due to incorrect sizing.

Solution

Our hassle-free integration process meant Fit Finder could be smoothly integrated without disrupting THE ICONIC's 10 million monthly visitors.

Results

Shoppers using the Fit Analytics size advisor showed a 1% increase in conversion rate. Improved fit-related user confidence also led to a 0.4% decrease in returns. Overall, Fit Analytics visitors contributed 5.9% more revenue after returns compared to the control group.

DECREASE IN RETURNS

-
0.4
%

INCREASE IN CONVERSION RATE

+
1
%

Increase in AOV

+
0.2
%

Test setup
Website
www.theiconic.com.au
Time period
January 5, 2017 – April 5, 2017
Number of shoppers
250,000
Type of test
A/B test with Fit Finder versus traditional static size chart.

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