Case Study: The Country Road Group achieves 65% of revenue from mobile with Optimizely

The Country Road Group gets 65% of revenue from mobile

The Country Road Group, owner of five Australian fashion brands (Country Road, Mimco, Trenery, Witchery and Politix), embarked on a digital transformation as online sales became central to the business. With 1.5 million weekly visitors and many hypotheses for improving conversions, the retailer needed a faster, more agile way to test ideas and move away from conservative, waterfall ways of working.

By partnering with Optimizely and consultancy New Republique the group implemented rapid web experimentation: simple interface tweaks (like moving the Add to Bag button) and urgency features (countdown timers) produced immediate uplifts—single tests drove 2–9% lifts in conversions, a Witchery anniversary promotion more than doubled homepage clicks and raised purchases 77%, and campaign clicks rose 210%. The program helped shift culture to data-led agile working and contributed to a broader mobile boom, with 65% of revenue now coming from mobile.

Country Road Group

Matthew Horn

General Manager Digital