Kenzo’s new checkout option

European apparel retailer Kenzo's storefront.

After the release of a new online checkout page, European fashion brand Kenzo, whose parent company is LVMH Group, noticed a sudden decrease in conversion rates. The retailer did not want to revert to its old interface, so it partnered with ContentSquare to help locate and fix the problem.

The partnership began in December 2016 in order for ContentSquare to do a digital experience analysis that would guide Kenzo’s transformation from a branding website to a real e-commerce site. Valerie Dassier, chief digital and customer officer at Kenzo, led this initiative.

After reviewing the new site, ContentSquare found major bottlenecks, anomalies, missing login fields and unclear calls to action.

ContentSquare's CEO, jonathan cherki

The area that was challenging for conversions was the purchase funnel and, specifically, the form area in the checkout page,” Jonathan Cherki, CEO of ContentSquare, told FierceRetail. “They were experiencing a high percentage of drops/lost users during form completion. Therefore, ContentSquare focused on the form analysis and optimization. “

A week later, ContentSquare had provided reports with recommendations for the site, which included reassurance elements and easy login. Within seven days, Kenzo’s conversion rates were up 50% from what they had been on the old checkout page, a 25% increase over the same period the previous year.

The first checkout happened on Jan. 4, 2017 and the checkout, based on ContentSquare’s recommendations, went live on Jan. 12. In these seven days, conversion rates went up 150% from the new checkout page rate, and stayed high consistently.

Kenzo’s website issues are not unique. According to Cherki, there are three typical issues that ContentSquare sees across the board with retail and brand websites:

1. Mobile first. It is the end of responsive mobile and retailers must adopt a mobile-first approach to their digital platforms.

2. One-page checkout. The checkout must be as simplified as possible and some companies have multipage checkouts.

3. Efficiency on list pages. Companies should use elements such as quickviews, filters and wishlists.