Swedish clothing firm Björn Borg reports that its new e-commerce site, launched on the Magento platform by implementation partner Vaimo, has seen a 50% increase in conversions in its first four months.
The company, which specialises in underwear, swimwear and apparel, sells its goods through international retailers and online. With its online channel becoming increasingly important, the company decided last year to relaunch its site on a new platform, with a better design.
By improving navigation and user experience, it has seen a 50% increase in conversions and a 15% drop-off in cart abandonment – usually a major headache for e-tailers.
Björn Borg E-Commerce Manager Mikaela Jansson believes the improved online sales can be attributed to a number of factors in the improved site design.
“Among the enhancements were a product filtering function, giving customers the option to select various colours when viewing clothing items; displaying related items on the product page, a simplified check-out and cross-selling at check-out. The localisation of language and currency has also simplified the buying process and has boosted sales”
She believes the decrease in cart abandonment is thanks to the simpler check-out process. The company’s previous online store required a number of clicks through pages to complete a purchase. The new site completes the transaction on a single page.
In addition to improved sales, Björn Borg says its new e-commerce platform allows to a greater extent to update and manage the site in-house, which it was not previously able to do.
Jansson says the e-commerce platform is now positioned to deliver on the company’s strategic goals, as well as facilitating expansion into new channels. Later this year, Björn Borg will embark on a project to extend the platform to mobile devices. The company will also look at integrating CRM with the system in future.
Click here to experience Björn Borg’s new web site.