How Fresh Clean Threads Increased Mobile Conversion Rate By 35%

%

Conversion Rate Uplift

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Per Session Value Increase

Total Experiences & Tests

Background

Founded in 2015 by husband and wife Matthew and Melissa Parvis, Fresh Clean Threads started in a San Diego guest room with a simple mission: to empower individuals to feel confident in simple and affordable clothing. They have quickly expanded from a men’s t-shirt company, formerly “Fresh Clean Tees”, to a full fledged clothing brand, including a recently launched Women’s line.

The brand’s eCommerce operations are led by Dan and Melanie, with support from an external development agency for more technical needs.

Challenges

Historically, Fresh Clean Threads used Google Optimize for all things A/B Testing and CRO. In September 2023, Google Optimize was laid to rest, and the team was forced to find an alternative. 

After investigating the available A/B testing platforms, here’s why Visually ultimately stood out:

Visually’s visual editor tool makes it incredibly easy to launch new tests and iterations rapidly, and their targeting and filtering tech allows for deep customization and personalization.

Dan Silverman - Senior E-Commerce Product Manager

For Dan and his team, the goal is all about maximizing the revenue that each user brings to the site. In a competitive industry like apparel, the brands who succeed are those who are continuously optimizing - product, email, ads, and perhaps most importantly, the onsite experience. Visually provided an unmatched ability to build, launch, and refine tests at scale.

Outcome

Though Google Optimize was free to use, the ROI from moving to Visually has been absolutely transformative for Fresh Clean Threads. Here are some of their most impressive achievements over the past year:

CHECKOUT GUARANTEES

Like most brands, the checkout page has typically served a single purpose for Fresh Clean Threads - to collect payment. Visually suggested it could be something more - one final opportunity to instill confidence in the shopper’s mind.

With Visually’s checkout blocks, Fresh Clean Threads was able to display a set of icons highlighting the brand’s satisfaction guarantee, 5 star reviews, and product quality. After less than a week, conversion rate was up 21%, and profit per session 20%. The team was blown away. 

Now? It’s time to test further to determine which icons, design, and layout are most effective

LinkedIn Carousel Post - Fresh Clean Threads (1)
LinkedIn Carousel Post - Fresh Clean Threads (2)

COUPON CODE REMINDER

Fresh Clean Threads planned to run a 25% off sitewide promotion during Black Friday of 2024. For several months prior, the team was rigorously testing their promotional messaging and strategies to make the most of this critical sale period. They tested discount types, discount language, and even the colors associated with the promotional offers. The tests were completely synchronized throughout their email, sms, and onsite experiences. The lessons learned have been invaluable for the team, and will undoubtedly help inform the brand’s promotional strategies going forward.

The promotional testing culminated in one final checkout test - whether or not to remind the shopper of their eligible coupon code. This one is a real toss up, as the coupon reminder is likely to increase conversions, but at the same time remove a good chunk of AOV. 

Indeed that’s what happened. The test revealed a 7.5% uplift in conversion rate, but a 2.8% drop in AOV. The deciding factor? A 3.2% increase in profit per session, and probably happier customers also!

ONSITE CART ABANDONMENT

You’d be hard pressed to find a brand nowadays that does not have a cart abandonment email flow - it’s a great way to reengage with shoppers who have recently added products to cart. But most brands stop there…

Visually encouraged Fresh Clean Threads to implement an onsite cart abandonment experience, displaying the shopper’s cart items at the top of the homepage, with easy navigation back to the cart.

The team was thrilled to see a 5.4% increase in conversion rate, but they didn’t stop there. They were eager to see how the experience performed for new vs. returning shoppers. The team ultimately discovered that a popover dropdown experience was optimal for returning shoppers, while a product slider performed best for new shoppers. Thanks to Visually, Fresh Clean Threads is now able to run both of these experiences simultaneously, each one personalized to the specific audience.

LinkedIn Carousel Post - Fresh Clean Threads (3)

Conclusion

Dan and the team have been incredibly pleased by their experience with Visually thus far. The intuitive visual editor and comprehensive analytics are exactly what they needed. But, for Fresh Clean Threads, Visually has been so much more than an A/B testing platform:

Visually not only serves as the platform, but also as the strategic partner. They’re seeing what’s working for other brands in our space and leveraging that to essentially build us an entire testing roadmap to help us get to our goals faster.

Dan Silverman - Senior E-Commerce Product Manager

This, Dan says, “has been invaluable to our success”. For Fresh Clean Threads, the goal was a 2% increase in mobile conversion rate each month. Since partnering with Visually, their achievements have far surpassed this target, with results more than doubling their initial goal.