Qubit Strategist Challenge: Nasty Gal

Henry Lindon

Introduction• The Nasty Gal website has a considerable amount

of attributes that aid in conversion rates. Notable features include:o “Live Chat”o Feedbacko Restockingo Variety of Currency & Locations

• However, there are 3 features that stand out the strongest:

#1 Persuasive Design• Urgency Messaging• Low Stock Pointer• Wishlist

#2 Intelligent Merchandising

• New Items + E-mail Newsletter

• “Lookbooks”• Navigational Banner w/

Blog

#3 Targeted Upsell

• Products + Suggested Items & Accessories

Room for Improvement

• Lowest conversion rates for most popular pages

• Small fraction of people engage with Content and few make it to Basket & Checkout

• Need to provide welcoming experience and appeal to each individual’s taste

• Must make sure customers in Basket commit to their purchases

• Provide customers with more tools on Search Listings

•  3 most important areas to focus on:o Enhancing Contento Integrating Abandonment

Preventiono Improving Search Listings

Enhancing Content• Make the website more personable via

enhanced Content and Messaging• Very important to make a lasting first

impression upon arriving at the Homepage, subsequent pages will increase in both Visitors and Converters

• Suggestions include:o Welcome Messageso Tweak Sales postero Create Sales for individual

departments or styleso Include “About Us” section on

every page • Results:

o Conversion rate increase by 33%; an additional 24,750 converters

o Total of 3.33% conversion rate with 99,750 converters

Implementing Abandonment Prevention

• No attempt to retain customer• Must implement Abandonment

Prevention techniques. Suggestions include:o Pop-Ups with special

discounts and savingso Suggestions for additional

items or shipping free of costo E-Mail Notification includes

friendly reminder of items in basket

• Results:o Conversion rate increase by

30%; an additional 27,000 converters

o Total of 58.5% conversion rate with 117,000 converters

Improving Search Listings

• Search Listings page would benefit from additional customization and tweaks, including:o Current Sales and Outfit

Themeso Weather Targeting Filtero Static Sidebar

• Results:o Conversion rate increase

by 21%; an additional 9,072 converters

o Total of 10.89% conversion rate with 52,272 converters