Improving user engagement and conversions on a high-traffic retail site

Young’s Hirewear — Outfit Summary A/B Test

Young’s Hirewear, a popular UK-wide hirewear provider, was seeing a significant drop-off on their Outfit Summary page, with a 77% bounce rate and few users completing orders or booking try-ons. The challenge was to simplify the page and make it easier for customers to take action.

My role: Collaborating with stakeholders to redesign and test

Working closely with key team members, I sketched multiple wireframe concepts aimed at reducing user confusion and streamlining choices. We reviewed these collectively and combined the strongest features into a final wireframe design.

  • UX Analysis
  • Wireframing
  • A/B Testing
  • CTA Optimisation
  • UI Design
  • Conversion Strategy
Original Outfit Summary Page
AB Test Wireframe Option 1
AB Test Wireframe Option 2
AB Test Wireframe Option 3

Delivering clear results through user-centred testing

The new page reduced options to avoid overwhelming users, emphasised the ‘Try On’ secondary call-to-action with benefit-focused copy, and replaced the primary button text from “Add to Order” to “Hire Suit” for clarity and appeal.

The A/B test ran for 10 days and delivered impressive results — more than doubling conversion rates compared to the original. Alongside concurrent tests, the changes contributed to a significant decrease in bounce rate, improving user engagement and order completions.

Updated Outfit Summary Page