Boston Proper, a division of Chico’s FAS, has been a leading catalog retailer of women’s apparel and accessories for over 25 years.
Chico’s had tested the waters with a tablet site for White House Black Market, but were hesitating on the remaining brands. Chico’s wanted to get clarity on the likely return on investment and there just wasn’t enough high-quality reliable data to make the case.
Moovweb asked 64labs to set up an A/B test to shed light on how much value Chico’s might be leaving on the table by not optimizing the remaining brands. We split traffic 50-50 and tested the www site on tablet, putting it head to head with Moovweb’s tablet-optimized site, and after two weeks the results were clear. The company immediately commissioned a new tablet site for Boston Proper. Post launch, Chico’s FAS has hired 64labs for user experience design work to help them build new functionality into tablet and mobile.