Underoutfit boosts CVR by 42% with Visually

Under
%

Conversion Rate Uplift

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Per Session Value Uplift

Total experiences & tests

The company

Launched in 2021 in NYC, Underoutfit is a dynamic and innovative Undergarments DTC brand that has carved a niche for itself in the highly competitive industry by consistently staying ahead of trends and embracing innovation. 

Underoutfit was founded with a sincere passion for delivering on-trend, exceptionally comfortable shapewear, and undergarment options. Since its inception,it has experienced rapid growth, earning a devoted following and solidifying its reputation for unparalleled dedication to quality, cutting-edge style, and unwavering customer satisfaction. Underoutfit represents a unique intersection of fashion and function, offering customers not only stylish choices but also ensuring the utmost comfort and confidence in every garment.

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Challenge

Founded by seasoned professionals driven by a passion for innovation and technology, following years of dedicated product development to create the perfect offering, the company recognized the pivotal role of crafting compelling on-site experiences for its diverse audience.

Underoutfit's leadership, composed of textile and eCommerce experts and early adopters of innovative technologies, is led by a CEO with a personal commitment to optimizing UX to perfection. As a visionary with a profound interest in ensuring that each shopper undergoes a tailored shopping journey, ultimately discovering the products that perfectly meet their needs, he sought a robust yet user-friendly platform to bring his vision to life.

Felix, Co-founder of Underoutfit, wanted to be able to stay agile, roll up his sleeves, and delve into the on-site optimization process, without any dependency on developers or designers.

Visually is a truly revolutionary tool. Its ability to personalize the user experience, conduct tests, and create different experiences has completely transformed our approach. 

felixFelix Leshno
Co-founder & CMO, Underoutfit

The Solution

The Underoutfit team harnessed Visually to A/B test and implemented a myriad of innovative ideas: Personalization, Upsells, Product recommendations, etc. enhancing the overall shopping experience. Visually became the catalyst for translating conceptual aspirations into tangible improvements, allowing Underoutfit to thrive in the ever-evolving landscape of online retail.

The overarching strategy centered on refining the user experience through rigorous A/B testing.With a diverse array of new experiences introduced, the team was able to assess the impact of each variation, make informed decisions based on real-time data, and strategically designate the best-performing experiences for long-term integration.

New VS. returning customers: 

  • Personalized menu | Knowing that the vast majority of traffic from new customers has a high intent of purchasing Underoutfit’s best-selling bra, they had made it a lot easier for these new visitors to find it by having the menu automatically open on the bra collection -for first-time shoppers. This experience alone increase CVR of new shoppers by 2.5%
  • Personalized banner for new shoppers | Having a super friendly return policy, the main banner for new customers showcased this “180 days to try it on, returns at any time” policy which uplifted CVR in 2.6% uplift
AB Linkedin (1)
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Customization for CRO through continued A/B testing 

  • Cart redesign +7% CVR
  • Product card redesign
    • Bread crumbs: Navigation back to the collection 
    • Pagination indication
  • Amazon style cart: micro cart on desktop
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Product Recommendations and Upsells: 

Underoutfir added Product recommendations on product pages

Recommended products are generated automatically by an AI-based engine selecting the right products for each shopper.

Product recommendations had increased Per-Session-Value by 3.2%

Above all, Visually's ease of use, without requiring any technical knowledge, is a godsend for marketers and CX professionals. We are completely hooked on it.

Felix Lensho | Co-founder & CMO, Underoutfit

The Results

Underoutfit had become a Visually power user and conversion rate optimization pros. Being able to roll up their sleeves and run dozens of weekly optimization A/B tests on their own without the need of coding and developers, thanks to the robust Visual Editor. 

In the effort to provide an exceptional shopper experience, Underoutfir’s personalized on-site journeys, constant testing and optimization strengthened their brand while they increased revenue by nearly 2X. 

Underoutfit saw an increase of 43% in Conversion rate and an uplift of 46% in Per-session-value.

 

Inside Underoutfit’s tech stack: 

Email marketing - Klaviyo

Reviews - Okendo

A/B Test - Visually.io

Personalization - Visually.io 

Product Recommendations - Visually.io 

CRO - Visually.io

Shoppable Videos - Tolstoy 

SMS Marketing - Postscript

Data tracking - Elevar

  • Platform: Shopify Plus
  • Industry: Fashion
  • Challenge: Build better shopping experiences fast, with no code.
  • Solution: Visual editor for unlimited personalization, customization, and A/B tests 
  • Result: 42% CVR uplift, 46% uplift in per-session value