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.

Scope of Work

User experience design
Conversion rate optimization
Theme development

Live Site

desmondanddempsey.com

Example Tests

Test description

Update the PDP to show all available color options for the product so users do not have to leave the page to explore other available options.

Hypothesis

We expect to increase both the add-to-bag & purchase conversion rates by reducing the number of steps users need to take to view & select their desired color.

Results

This test drove an uplift of +13% in conversion rate & +15% in revenue per visitor.
Test description

Test a new design on the product details page (PDP) that includes a visible 'Add to Bag' button at all times, in contrast to the current design where the button only appears after selecting a size.

Hypothesis

By displaying a constantly visible 'Add to Bag' button on the product details page (PDP), we expect to increase the rate at which users add items to their bag, as this design change will reduce friction and make the add-to-bag action more accessible from the moment users land on the page.

Results

This test drove an uplift of +13% in add to bag & +15% in revenue per visitor.
Test description

Add complimentary products in the mini-cart to improve AOV.

Hypothesis

We hypothesize that a percentage of users will be inclined to add complimentary products when they are showcased at this stage of the user journey.

Results

This test drove an uplift of +11% in add to bag & +6% in average order value.

OUR IMPACT

Improved conversion rates & profitability for your brand.

OUR deliverables

Event Setup

Heatmapping

Testing strategy

Copywriting

UX

Analytics setup

Test deployment

Reporting

Results

NEW ANNUAL REVENUE

+1.3 M

MOBILE CONVERSION RATE

+35%

CONVERSION RATE

+29%

“

iakoe been a fantastic partner. They are easy to work with & treat your business like it is their own. They're extremely diligent & have a high level of technical capability, which is hard to find in this space.

”