Malaysia

Bayu Somerset

Services

CRO

Industry

Fashion

Year

2024

First 3 months post-launch

+11.6%

Checkout Rate

+11.6%

Checkout Rate

+5.1%

AOV

+RM2K

Incremental Revenue

Working with Z21 has driven tangible growth for us. They took the time to truly understand our customers’ behavioral. Instead of applying a one-size-fits-all e-commerce strategy, they targeted the specific friction points our customers face from browsing to conversion, covering the complete purchase funnel. They are a great agency if you value deep insights over generic metrics and want a team that understands specialized consumer behavior. While project pacing could be improved, they ultimately deliver strong results where it counts!

Hui Ming

Digital Manager (Shopify/Ecommerce) @ Bayu Somerset

Overview

CRO Case Study

View Live Site

Bayu Somerset is a Malaysian fashion house specialising in modern modest wear — kebayas, baju kurung, and contemporary heritage pieces with a clean, modern execution.Many SKUs are sold as coordinated sets or styled across the catalogue, making multi-item baskets a meaningful AOV driver. Shoppers move between PDP and collection pages to build a full look before checkout, so browse momentum and cart accessibility are critical levers for revenue.

Before

After

Before

After

Before

After

The Challenges

Intrusive ATC confirmation broke browse momentum

‍Every add-to-cart triggered a bottom slider that required active dismissal — a costly interruption on a brand where multi-item baskets drive value.
Search experience under-leveraged as a conversion-assist channel

‍Popular terms shown in a carousel limited discoverability, suggested products lacked behavioural relevance, and placeholder copy gave no guidance.
No urgency cues on PDPs for high-demand TikTok-driven products

TikTok-driven kurung SKUs had no FOMO signals. Unclear whether urgency copy would lift CVR or feel hollow without stock counters or timers backing the claim.

Key Objectives

Preserve browse momentum after add-to-cart to drive multi-item baskets and lift checkout completion
Convert demand-led traffic at peak intent (TikTok-driven SKUs)
Tighten the discovery → cart path on high-volume entry surfaces

The Solution

Replace the intrusive ATC slider with a passive top notification

‍Slim auto-dismissing dropdown preserves browse momentum without losing cart awareness.
Restructure search UI for navigation-led discovery

‍Expand popular terms to row layout, refresh suggested-product logic, surface most-viewed collections, sharpen placeholder copy.
Urgency labels test on PDPs for top TikTok-driven SKUs

Testing Control vs 'Trending' vs 'Selling Fast' product tags on the TikTok bestselling kurung products. Measure CVR, revenue per session, and bounce.

Passive ATC Notification Replaces Intrusive Slider

Every ATC fired a bottom slider with dual CTAs that required active dismissal — pulling shoppers out of browse mode on a brand where multi-item baskets drive value. Replaced with a slim auto-dismissing top dropdown. Confirmation message + single 'View Cart' link only. Browse momentum preserved.

Results:
+11.6% Checkout Rate
+5.1% AOV
+RM2k Incremental Revenue

No items found.

Search Bar Restructure — Partial Win, Clear Learning

Search was under-leveraged. Carousel layout buried popular terms, suggested products lacked behavioural relevance, and placeholder copy offered no guidance. Restructured the search UI: row-layout for popular terms (up to 10), behavioural product recs, new Most-Viewed Collections section, sharper placeholder copy.

Results:
+59% Search Clicks

No items found.

Results That Speak for Themselves

We focus on tangible outcomes—not just design for design’s sake. Here’s what our clients typically see after we launch or revamp their Shopify websites:

+11.6%

Checkout Rate

+5.1%

AOV

+RM2K

Incremental Revenue

Better user experience = better results across sales and marketing performance, including higher ROAS for ad campaigns.

Bayu Somerset

Hui Ming

Digital Manager (Shopify/Ecommerce) @ Bayu Somerset