case study

Delivering smart customer shopping experience for Moss Bros through experimentation and personalization

Moss has been a leading menswear brand in the UK since 1851. The brand has a rich heritage of making stylish and well-designed products in smart suits and casual wear. Moss Bros. partnered with Endless Gain to improve customers’ shopping experience.

Simplification of ADD TO BAG process makes customers’ buying journey easier

Extensive research showed that when purchasing items in a set (suits, for example), each item had to be individually size-selected and added to the bag on the website. This meant users had to select 3 ‘Add to Bag’ CTAs, but they tended to forget to click on every CTA and ended up losing a size selection or an item when they reached the basket.

To make the ‘Add to Bag’ process easier, Endless Gain redesigned the Product Description Page (PDP), simplifying the selection (size & fit) process and reducing the number of CTAs needed from three to just one, along with other design changes. This evolutionary design improved customers’ buying experience and increased the user conversion rate (UCR).

Radically redesigning the MEGA MENU makes it easier for customers to find what they want

Multiple pieces of research showed that users struggled with the vast amount of choices and inadequate visual representation in the navigation. They could not find the types of clothing they wanted and landed on PLPs they weren’t interested in.

Analytics data showed that several options in the navigation were not interacted with. Endless Gain radically redesigned the mega navigation menu with clearer categorisation images and text. Against the Control, the Variation delivered improvements on 4 metrics: conversion rate, bounce rate, time on site, and average order value.

Watch Matt Henton talk about Moss’s experience with Endless Gain

“With their detailed and methodical approach to user research, we’ve been able to get a deep understanding of how our customers interact with our websites.”

Matt Henton
Head of E-commerce | WWW.MOSS.CO.UK