Speak to Z21

Singapore & Malaysia

Clarks

Services

CRO & CDP

Industry

Footwear

Year

2023

First 3 months post-launch

+$29k

Incremental revenue

+$29k

Incremental revenue

+10.8%

ATC Event Increase

As a business with global presence, we needed to be aligned with our global digital commerce vision as well as be nimble to adapt to local market realities. Z21 was pivotal in delivering on our website revamp & functionality enhancements that brought us into a new era of Clarks in Southeast Asia. The hunger of the team, desire to deliver good work & consistently strong engagement with us is what I find stand out with Z21.

Jason Ng

Head of Digital, SEA/ANZ @ Clarks

Overview

CRO Case Study

View Live Site

Clarks is a heritage British footwear brand known for combining premium materials, comfort-first design, and timeless craftsmanship. Its reputation is built on durability, fit technology, and iconic styles such as Wallabees and Desert Boots, supported by a global retail presence and growing digital channels.

Before

After

Before

After

Before

After

The Challenges

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

Key Objectives

Reduce friction and boost buyers confidence

‍Along PDP → ATC → Checkout flow using TrueFit, floating ATC, improved image experience, unique selling point
Increase AOV through structured, contextual cross-selling

PDP add-ons/upsells, CDP “You may also like”, cart value reinforcement
Accelerate member acquisition and lifecycle engagement to increase repeat purchase

‍Using 15% member signup pop-up, voucher visibility on PDP, CDP-driven recommendations

The Solution

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.
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.
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

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

No items found.

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

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:

+$29k

Incremental revenue

+10.8%

ATC Event Increase

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

Clarks

Jason Ng

Head of Digital, SEA/ANZ @ Clarks

The Challenges

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

Key Objectives

Reduce friction and boost buyers confidence

‍Along PDP → ATC → Checkout flow using TrueFit, floating ATC, improved image experience, unique selling point
Increase AOV through structured, contextual cross-selling

PDP add-ons/upsells, CDP “You may also like”, cart value reinforcement
Accelerate member acquisition and lifecycle engagement to increase repeat purchase

‍Using 15% member signup pop-up, voucher visibility on PDP, CDP-driven recommendations

The Solution

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.
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.
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