In a time of unlimited access, unending choices, and unavoidable scrolling, retailer Bandier gives its website a redesign based on the idea that more isn’t always more.
Though Bandier already focuses on a fashion sweet spot in casual and athletic wear, it recognized that consumers don’t necessarily want to browse through dozens of leggings or sneakers. As such, the brand partnered with e-commerce personalization platform Nosto to run tests of hand-picked product recommendations on both the homepage and shopping cart page as consumers browse in an effort to surface only the most relevant choices in real time. For example, a customer who purchased running leggings might receive a recommendation not only for matching tops, but for workout-enhancing products and accessories like Bluetooth-connected jump ropes, fitness socks, and hats in the checkout cart portion—similar to a in-store shopping experience where consumers are tempted by smaller items in the checkout line. In doing this, Bandier departs from its previous practice of displaying the overall best-selling items, which in the past had low conversion rates.
During the first 18 days of the test, variations showed personalized displays had a 9.7% higher conversion rate than variations showing best-sellers. The test with Nosto also led to a 2% lift in overall revenue during the time period, according to the company. In the last year, Bandier has also built editorialized product recommendations, which feature seasonal and quarantine-friendly looks. The brand has reorganized the homepage interface into themed categories including “brands of the moment” and “in shopping bags right now.” so consumers can get a peek at what other customers are buying without driving customers to a different page—again, replicating the experience of standing in line at a physical store.
The digital upgrade reflects Bandier’s awareness of the modern consumer. Decision fatigue not only affects a consumer’s mental health, but more practically, their desire to continue shopping. It’s not the first time Bandier has made efforts to put the customer first—the brand was also an early adopter of alternative financing options well before it became mainstream.