What ASOS Did to Double Their Sales and Make £54.6 Million More Each Month

Initially, the growth of the online fashion retail giant was obstructed by the following problems:

• Its website didn’t display properly on mobile devices.


• Its checkout process was overly complicated for customers to complete their purchases.


• It was tough to navigate and find products, making the shopping experience frustrating.

These problems meant that a lot of people who visited the site didn't end up buying anything. This was costing ASOS potentially tens of millions of pounds per month.

However, by making the following changes, ASOS was able to dig itself out of its hole.

1. They made the Website Faster:

   Speed and performance were important. Nobody likes waiting for a website to load and improving this aspect helped decrease the rate at which people left the website.

2. They made the website mobile-responsive:

   ASOS was getting around 84 million mobile visitors per month, but they were losing a lot of purchases because the website didn’t display well on smartphones and tablets. By correcting this issue, they were able to increase their conversion rate from 1.2% to 3%, which increased their mobile sales by 150%.

3. They made the purchasing process easier:

   Visitors were able to make purchases without creating an account.

   Forms can be filled out automatically.

   Mobile payments can be made with Apple Pay and Google Pay.

   Progress bars were built to show how many steps were left in the checkout process.

4. They improved navigation and search functionality:

   Menus stayed in place while scrolling so users could easily find what they needed.

   The search function suggested products as users typed.

   Filters allowed customers to find products quicker.

5. They personalized the shopping experience:

   They showed products that users might like based on what they had looked at before.

   They offered special content and deals tailored to each user.

The Results:

Because of these changes, ASOS’s website worked much better on phones. More people started to buy things, and their mobile conversion rate went up from 1.2% to 2.5%. This means that out of all the people visiting the site, twice as many were buying something.

With these improvements, ASOS made an extra £54.6 million every month, doubling their sales. These changes helped them make more money and keep their customers happy.