Case Study: ASOS improves site UX and customer engagement with RedEye's Competitor Benchmarking

UX testing generates impressive insights for ASOS

ASOS engaged RedEye in early 2010 to investigate how key elements of its website user experience could be improved. Building on prior usability work, RedEye was asked to explore product selection and add-to-basket journeys, product viewing options, comparisons with competitor sites, reactions to a proposed new look and feel, ways to increase engagement, and differences between male and female users.

RedEye ran its Competitor Benchmarking approach—combining individual site usage, questionnaires and group discussion across eight gender-segmented groups—to generate comparative insights and specific UX recommendations. RedEye’s report recommended changes to navigation, product viewing (imagery and video), product detail and add-to-basket flows and proposed look-and-feel updates; many recommendations were implemented and ASOS continued strong growth, with fourth-quarter retail sales rising 58% to £324.8m in the year to March 31, 2011.

ASOS