The Challenges

1. Customers hesitate due to uncertainty in sizing, product confidence, and perceived value
Clarks known for footwear with premium pricing lead to high hesitation if confidence is low

2. AOV is capped because users rarely explore complementary items or additional categories
Footwear buyers often purchase a single item unless nudged‍

3. Membership growth and lifecycle activation are slow despite strong store traffic and brand awareness
Existing 50k+ database is under-leveraged & digital acquisition is not maximized

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Key Objectives

1. Reduce friction and boost buyers confidence
Along PDP → ATC → Checkout flow using TrueFit, floating ATC, improved image experience, unique selling point

2. Increase AOV through structured, contextual cross-selling
PDP add-ons/upsells, CDP “You may also like”, cart value reinforcement‍

3. Accelerate member acquisition and lifecycle engagement to increase repeat purchase
Using 15% member signup pop-up, voucher visibility on PDP, CDP-driven recommendations

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The Solution

1. Friction Reduction & Confidence Boosting
- TrueFit to eliminate sizing doubt.
- Floating ATC to keep focus on the purchase action.
- Image-following scroll to prevent unfinished or confusing PDP experiences.
- Small reassurance messages in cart drawer about comfort/value.
- Voucher visibility on PDP to reinforce perceived value.‍

2. Personalized Product Discovery & Cross-Sell Engine
- PDP add-ons and upsells to recommend complementary products.
- "You may also like" (CDP-driven) to show products based on browsing behavior.
- Cart value reinforcement messages to encourage adding one more item.‍

3. Membership & Conversion Incentive Layer
- 15% member signup slide-in popup (CDP-driven) to convert visitors into members.
- CDP personalization to push relevant recommendations and nurture returning visits.
- PDP voucher display to encourage users to complete their purchase with on-going incentives.

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Use Case 1: Voucher Transparency to Boost Redemption

Vouchers were being underutilized during campaign initiatives because shoppers couldn’t easily identify which deal offered the best value. To address this, we displayed all available vouchers upfront with a one-click copy feature, supported by clear visuals and transparent savings messaging to reinforce trust and decision confidence.

Results:
240% Voucher Redemption and Use Rate

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Use Case 2: Seamless Visual Flow to Reduce Drop-Off

Excessive whitespace created visual uncertainty and an “unfinished” feel, which reduced focus and contributed to drop-off. To address this, we adjusted the layout so the main product image flows naturally as visitors scroll, keeping attention anchored on the product.

Results:
+10.84% ATC Event Post-Implementation