With retail heavily impacted by the COVID-19 pandemic, many fashion brands have shifted efforts to enhancing their online presence.
For personal styling and plus-size fashion subscription retailer Dia&Co, that meant optimizing the site’s search functionality and adding a new sizing tool to boost the user experience—and efforts are already paying off.
Visitors who engage with the site’s new search functionality are 10 times more likely to make a purchase than those who do not, the company noted. New search users also account for 12 percent of the site’s overall revenue.
Dia&Co worked with agency Verbal+Visual to redesign its site and implement new search functionality that filters and sorts products so users can more quickly locate their preferred styles, colors and sizes. The functionality, provided by retail solutions company Searchspring, also makes the brand’s latest arrivals and bestselling items easier to find.
“We love the customer-centric approach that Dia&Co takes to online shopping. Their styling service creates a highly personalized experience for a customer base that is often under-served by the fashion industry,” said James Bathgate, Searchspring vice president of implementations.
Prior to the redesign, Searchspring said the Dia&Co e-commerce site search experience wasn’t fully catering to shoppers who visited the online store to re-purchase specific products or brands from their style boxes.
With jeans being a dicey category for online shoppers due to the variances in fits and fabrics, Dia&Co also took additional steps to help customers find their size. The updated website include a denim sizing quiz, which asks the shopper a series of questions about fit, color and style preferences to further narrow down the brand’s vast product offerings and simplify the user experience. If, for example, a shopper expresses a preference for classic denim styles, they will not receive results that include bleached or ripped jeans.
Dia&Co’s denim selection currently spans skinny jeans and wide-leg cropped jeans by inclusive brands like Warp + Weft and Vigoss as well as a selection of this summer’s denim ‘It’ item, Bermuda jean shorts.