Usability improvements boost Modanisa’s mobile conversion rate by 91%

Modanisa.com is an online fashion and shopping website for women who embrace a modest dressing style. The brand ships products from a fulfilment centre in Turkey to more than 100 countries. Aiming to improve mobile performance and boost return on investment from online advertising, Modanisa.com collaborated with Google on a full analysis of its mobile site using surveys, industry research and Google Analytics data.

About Modanisa.com
Online fashion and shopping website
Available in six languages
Backed by STC Ventures, Wamda Capital and Aslanoba Capital
Founded in 2011
Headquarters in Istanbul
www.modanisa.com
THE GOALS
Understand customers’ cross-device behaviour
Improve mobile site performance
Simplify customer journeys
Improve mobile experience
THE APPROACH
Conducted usability workshop
Implemented usability improvements on mobile site
Integrated Google Analytics 360 and Google Optimize 360
THE RESULTS
Mobile site bounce rate decreased by 9%
Mobile conversion rate grew by 91%
Mobile site revenue grew by 221%

The collaborative analysis helped the team understand user behaviour across devices and identify ways that the website could be improved. These included:

Showing value propositions

To drive user interest, Modanisa.com grasped the value of showing prominent USPs on the homepage and throughout the site according to which country a user was visiting from. As result, Modanisa.com was able to increase the conversion rate from the homepage and other campaign banners by 11%.

Enhancing category pages

Offering advanced filters on listing pages and showing high-quality product logos helped Modanisa.com users narrow results according to their interests, which simplified the decision-making process. Thanks to these improvements to the user experience, the bounce rate from category pages decreased by 9%.

Refining detail pages

By providing quick buy options and showing the value propositions in detail pages, users could discover product benefits and complete purchases more easily. Making this change resulted in a 15% increase in actions resulting in products being added to the shopping cart.


"Our collaboration with Google during our conversion optimisation process has helped us learn about best practices from all over the world and combine those ideas with our customers’ needs."

- Sami Güzel, General Manager & Partner, Modanisa.com


Modanisa.com also adopted Google Analytics 360 and Google Optimize 360 to deep dive into user behaviours across different devices. Google Optimize 360 makes it possible to make usability improvements on the mobile site and conduct A/B testing. Through these tools, Modanisa.com has learned that almost 80% of the customers use smartphones during the consideration phase to explore products and look at product details. Insights such as these underline the importance of the brand’s mobile website.

Collectively Modanisa.com’s usability changes have led to a 91% increase in mobile site conversion rate, 221% uplift in mobile site revenue, 9% decrease in mobile site bounce rate and 4% increase in mobile site session duration. “Our collaboration with Google during our conversion optimisation process has helped us learn about best practices from all over the world and combine those ideas with our customers’ needs”, explains Sami Güzel, General Manager & Partner at Modanisa.com. “We were able to deep dive through our website’s micro conversion funnels and decide on improvements by running A/B tests. Experiments we conducted using Google products have helped us increase our conversion rate significantly.”

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