Case Study: Charming Charlie achieves a nearly 10% mobile conversion lift and improved mobile shopping experience with Usablenet

Charming Charlie - Customer Case Study

Charming Charlie is an award-winning fashion retailer known for its shop-by-color in‑store experience and operates 350 stores across the U.S., Canada and the Middle East. Facing rising mobile expectations in 2014, the company needed to translate its color-driven, highly engaging retail concept to mobile quickly while maintaining usability to convert and retain shoppers.

Partnering with Usablenet, Charming Charlie launched a basic mobile e-commerce site, used analytics to understand mobile behavior, and then rolled out a mobile UX refresh—including a shop-by-color design, streamlined checkout and universal analytics—completed in early 2015. Since the April 2015 refresh, mobile traffic increased over 8% and mobile conversion rose nearly 10%, delivering a cohesive, high‑usability experience that mirrors the in‑store journey.

Charming Charlie