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CRO Experiment Idea for Stitch Fix - Cro Metrics

Stitch Fix is a personal styling service for men and women. The brand’s mission is to help its customers find clothes they love, truly personalized to their style and needs. Plus, the clothes and accessories are delivered right to the customer’s door, as often they choose—no subscription required.

So, how does it work? That’s just the question Stitch Fix could answer from the get-go on their Home page. Is the lack of explaining the Stitch Fix business model resulting in a lack of conversions? We could test that.

The Problem: New Customers Landing on the Home Page Don’t Receive an Explanation of How Stitch Fix Works

It’s true that many people may already be familiar with Stitch Fix and its business model. Yet, not everyone has used the service before. The Home page does not include a clear “How It Works” section, which may leave new visitors confused.

The Control

CRO Experiment Idea for Stitch Fix - Control - Cro Metrics
Stitch Fix is popular, but there are a lot of people who might not know how it works.

Our Hypothesis: Explaining the Business Model Will Increase Style Quiz Starts & Conversions

It’s important that visitors understand the entire process before they purchase. By providing clarity around the process and expectations, you will set your customers up for a successful experience. Plus, you can help educate them on why your product or service is the right choice for them.

At Cro Metrics, we tend to see that new visitors make up about 75-80% of site traffic for most e-commerce sites and lead generation sites. This is why it’s critical to include all the necessary information your customers need to make a confident purchasing decision from the start.

We’ve also seen through previous testing that emphasizing or adding a “How It Works” section results in some pretty big wins. For one food delivery service, we improved their “How It Works” section by setting clear process expectations upfront for visitors. As a result, we saw an 8% lift in submitted applications.

The Potential Fix: Feature a “How It Works” Section on the Home Page

We would add a “How It Works” content module beneath the hero image with an added call to action to encourage visitors to take the style quiz.

We hypothesize that this change would provide clarity on how the process works and alleviate any anxieties or confusion about what to expect. As a result, Stitch Fix would see an increase in Style Quiz starts and ultimately overall conversions.

The Variation

CRO Experiment Idea for Stitch Fix - Variation - Cro Metrics
A little bit of copy can go a long way to increase purchase conversion rates and return on ad spend (ROAS).

What Can Cro Metrics Test for You?

Is it truly possible for a simple content module to result in business-changing conversions and revenue? Absolutely. That’s why testing everything is critical. What can we test for you? To learn more about our experimentation programs, send us a message.