Custom Shopify Development - Creating a 'Build your own box' experience
304
Services
- eCommerce Consultancy
- UX & UI Design
- Prototyping
- CRO
- Bespoke Shopify Development
The Challenge
304 Clothing had been on Shopify Plus for a few years and wanted to expand their onsite functionality and improve the customer experience, pushing the boundaries of what Shopify could deliver in the process
304’s Mystery Boxes have been a customer favourite ever since their launch, and are an integral part of the brand’s acquisition strategy. The boxes allow customers to receive multiple items for a set price point, but all the items are a surprise until they receive their parcel.
Despite being a success, one of the limitations of the mystery box is customers cannot choose different sizing for different product types leaving some customers with pieces that couldn’t be worked into their daily-wear.
With our help, 304 wanted to create a new box that would give the customer increased control and personalisation, elevating their existing proposition.
The Solution
Creating your own build your box
We collaborated with the brand to utlise the insights from the good-vaue mystery box product to create a custom clothing box product. The custom approach removed the mystery and allowed users to choose the clothing items for the box themselves for a compelling price point.
The benefits to the brand was to increase the average order value by encouraging more users to shop full outfits rather than individual products. The brand could also determine the products that could be chosen based on stock and we developed a tiering system to create the product mix to ensure the end product was not only good value for the customer but also still profitable for the brand.
User Testing
To ensure the success of the builder, we conducted user testing on a prototype to gather feedback on the journey. We spoke to a number of different users who fell into the 304 target audience to evaluate the overall experience and to identify any areas for improvement. This allowed us to then make any necessary tweaks to the builder process before launch to ensure it was easy to use and provided a seamless experience to ultimately lead to an increase in on-site conversions.
The Launch
Build Your Own Box was launched in December 2021, keeping the 304 buzz going after the hustle & bustle of Black Friday promotions and to leverage the gifting season.
With a box of hand-picked, personalised items, 304’s Build Your Own Box was a great success, giving the brand another tool to continue their eCommerce growth!
The Outcome
We already knew 304’s Mystery Boxes fly off the digital shelves, so the Build Your Own Box feature was almost guaranteed to be a hit. Even so, with a focus on user testing to create a seamless journey, this launch resulted in:
- Average order value (AOV) increased 4% from previous year’s period
- The Build Your Own Box product quickly became the second highest revenue driver, just after the best selling deluxe mystery box
- +151 new customers and +89 returning customers
- An increased conversion rate on the Build Your Own Box page compared to the site average
- 147% increase in time spent on-site compared to other pages
We work collaboratively with you to reach your ecommerce goals.
Talk to us today about reaching eCommerce greatness
Every great relationship starts with a conversation. We’d love to talk with you about your next project and answer any questions you might have about Shopify. But be warned… once we get talking about this stuff, it’s hard to shut us up!
