How did jane norman increase conversions on their ecommerce site? 


Jane Norman

Who is Jane Norman?

The Edinburgh Woollen Mill group purchased Jane Norman in 2014 out of administration, who now operate it as a concession and online retailer. The EWM group has continued to invest in acquisitions and in recent years has expanded and added to its portfolio.

The Challenge

Despite eCommerce becoming a major source of revenue for the EWM group, the fashion retailer knew that conversions on the site of its Jane Norman brand weren’t what they should have been. With the Christmas shopping season fast approaching, the retailer turned to BugFinders to identify the problem.

‘The Jane Norman site is the oldest amongst the sites for our various brands,’ said Richie Jones, Group Head of Ecommerce at EWM Group. ‘And because we were seeing a big increase in mobile traffic, particularly from tablets, we suspected that customers were failing to convert at the checkout might have been down to bugs’.

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