Iakoe x Desmond & Dempsey
Overview
Desmond & Dempsey was founded on a simple idea: life feels better when you slow down. What began with a pair of beautifully made pajamas has grown into a globally recognized lifestyle brand known for its hand-painted prints, exceptional craftsmanship, & unmistakable point of view. Every collection celebrates the rituals of rest, travel, & spending time well, turning everyday moments into something worth savoring.
As the brand entered its next phase of growth, the team partnered with us to uncover new opportunities across the ecommerce experience. Rather than relying on assumptions, we built a continuous experimentation program grounded in customer behavior, using qualitative research, analytics, heatmaps, & A/B testing to identify friction throughout the purchasing journey. From merchandising & navigation to product storytelling & checkout optimization, every experiment was designed to increase revenue while protecting the thoughtful, editorial experience that has become synonymous with Desmond & Dempsey.
- User experience design
- Conversion rate optimization
- Theme development
Example Tests
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Test descriptionTest displaying all available color options directly on the PDP to simplify shade discovery, reduce navigation friction & measure the impact on add-to-bag rate & overall conversion rate.
HypothesisIf we simplify the color selection experience on the PDP, customers will be able to quickly explore available shades & select their preferred color with fewer interactions.
By making shade selection more intuitive & reducing the steps required to find the right option, we expect to minimize friction, improve product discovery & build purchase confidence, ultimately driving an uplift in add-to-bag rate & overall conversion rate.
ResultsThis test drove an uplift of +13% in conversion rate & +15% in revenue per visitor.
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Test descriptionTest displaying the Add to Bag button at all times on the PDP, rather than only after size selection, to improve CTA visibility, reduce purchase friction & measure the impact on add-to-bag rate & overall conversion rate.
HypothesisIf we make the Add to Bag button visible at all times on the PDP, customers will be able to immediately identify the primary purchase action without needing to select a size first.
By improving CTA visibility & making the purchase journey more intuitive, we expect to reduce friction, encourage greater interaction with the Add to Bag button & streamline the path to purchase, ultimately driving an uplift in add-to-bag rate & overall conversion rate.
ResultsThis test drove an uplift of +13% in add to bag & +15% in revenue per visitor.
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Test descriptionTest introducing complementary product recommendations within the mini-cart to encourage cross-selling, improve product discovery & measure the impact on average order value (AOV) & revenue per visitor.
HypothesisIf we introduce complementary product recommendations within the mini-cart, customers will be able to discover relevant products that pair naturally with the items already in their bag, creating additional opportunities to enhance their purchase.
By showcasing these recommendations at a key point in the purchase journey, we expect to encourage cross-selling, increase the number of items added to each order & improve overall basket value, ultimately driving an uplift in average order value (AOV) & revenue per visitor.
ResultsThis test drove an uplift of +11% in add to bag & +6% in average order value.
OUR IMPACT
Increased revenue & profitability.
OUR deliverables
Event Setup
Heatmapping
Testing strategy
Copywriting
UX design
Analytics setup
Test deployment
Reporting
Results
NEW ANNUAL REVENUE
MOBILE CONVERSION RATE
CONVERSION RATE
