Odd Muse Case Study - CRO and AB Testing

Background

Chosen by a fast-growing community of women seeking polished, investment-worthy pieces without traditional luxury prices, Odd Muse is a London-based womenswear brand focused on timeless, wear-forever tailoring.

Founded in 2020 to bridge the gap between fast fashion and unattainable luxury, Odd Muse has grown quickly and earned strong attention across social and fashion media.

Challenges

As Odd Muse scaled rapidly, Chloe Milton was the only person running eCommerce in the first half of 2025, with one clear goal: improve conversion rates. Along the way, she faced a few key challenges:

A lean team with limited development support
A full to do list and no time to waste
No reliable way to validate changes beyond instinct

With Visually, those constraints no longer held her back.

You can do so much in Visually that you do not need other tools, or even to know how to code. But even more importantly, it took away the guesswork. We could actually test everything, which is not something you can do natively in Shopify, and make confident, data-backed decisions while learning what motivates our customers to take action.

Chloë Milton
Senior E-commerce Executive

Outcome

Through rapid, data-backed experimentation, Odd Muse achieved a total conversion uplift of 48%. Just as importantly, the team learned what messaging and UX choices resonate with their customers, and which approaches miss the mark, so future decisions could be made with clarity.

Here are a few of the successful A/B tests they ran through Visually.

Removing US Tariffs Concern

In 2025, new tariffs reshaped cross-border eCommerce in the US and shopper confidence shifted quickly. Customers became more hesitant to buy from brands shipping internationally, often worrying about unexpected duties and fees at delivery. To make things simpler for the customers, Odd Muse began fulfilling orders domestically from the US, but communicating that change at the right moment proved difficult. At checkout, many customers still assumed they might be charged extra, contributing to a drop in conversion.

Odd Muse used Visually’s personalization to show US customers only a clear checkout message confirming there would be no extra fees. The change delivered a 14% lift in conversion rate, showing how reassurance at the decision moment can drive conversion.

Urgency, Refined

As part of its efforts to increase conversion rates, Odd Muse used Visually to test urgency messaging on best-selling product pages. They started with a more aggressive approach, but the results quickly taught them that luxury needs a different urgency language.

They refined the experience into a subtle low-stock message below the CTA, showing how many units were left. The cue stayed factual and premium, while creating clarity at the decision moment, driving a 22% uplift in conversion rate.

Quick Filters

With a large catalog, finding the right product can take time, especially on mobile. The longer it takes shoppers to discover what they want, the more likely they are to leave, making navigation critical to conversion.

To reduce friction, the team tested adding quick filters on mobile to help shoppers find what they wanted faster and move more quickly toward purchase. The change delivered a 5.5% lift in conversion rate, showing how smoother navigation can drive more conversions.

One of our key goals is to improve conversion rate, and Visually lets us test pretty much anything we do and get real data from our own customers on what is working and what is not. Before, it was more of a guessing game. We would see another brand do something and assume it would work for us, but the results can be surprising. Now we can go into trade meetings with clarity and say, ‘This did not perform as well as we expected,’ or ‘This is what actually moved the needl

Chloë Milton
Senior E-commerce Executive

Odd Muse Drives 48% Conversion Lift by Learning What Luxury Shoppers Respond To

Background

Challenges

Outcome