How Leading Lady  ncreased Conversion by 14%

Leading Lady is an online retailer that specializes in designing and creating bras for every body. Their mission is simple: they want all “boobs to be happy boobs.” Their direct-to-consumer approach provides customers with bras that are not only stylish but also designed for comfort, fit, and support. With over 78 years of experience, they specialize in creating innovative intimate solutions for all body types, including full-figure, pregnant, and nursing women.

However, the challenge they faced was a high abandonment rate due to site visitors leaving their site before completing their purchases. Leading Lady teamed up with Because to conduct an A/B test to prove that adding messaging to the product page would increase conversion. Breaking down the experiment, the A/B test on Leading Lady’s product detail pages resulted in two weeks of testing eight campaigns into split audiences. The eight campaigns were across urgency/inventory messaging, shipping, reviews, promotions, and cross-sells.

The results showed that Because drove a conversion rate increase on all eight campaigns and brought in additional revenue of $9,682 during the two-week experiment. For the add-to-cart rate campaigns, all but three campaigns increased. This resulted in a proven 14% overall conversion rate lift and as high as 48% conversion lift on specific campaigns like urgency messaging.

Their winning messages were the 50% off campaign with a 30.73% add-to-cart rate and the urgency messages with a 48.82% total increase in conversion lift. Moreover, their free shipping messages helped increase the conversion rate by 8.39%. With Because's help, Leading Lady was able to generate more revenue and make more "boobs happy".

Because was able to calculate if Leading Lady sells 1,000 orders per month, with Because they are able to get an extra 140 orders per month. This would increase the average order value of these extra 140 orders to $14,000. The revenue lift per impression ends up being $0.88 - meaning on average Leading Lady made $0.88 every time someone sees a Because campaign.