How Dune increased AOV by 14% following a data-driven site redesign

The Context

Steve Thomson, Lead UX and Digital Designer, and Elaine Smith, Head of Digital Product, were approaching a full website redesign on Having worked with Contentsquare for more than a year already, they knew the kind of behavioral insights offered would be valuable for many different teams, including designers and the performance marketing team.

Steve and Elaine wanted to get a solid understanding of the site’s current experience to better understand how to improve. They began by giving the site a comprehensive audit.

We’ve always had a really positive relationship with the Contentsquare team.

One, in terms of wanting us to succeed, and two, to help us action the insights that Contentsquare is exposing to us, we’ve always had a really strong dialogue with both the customer success managers or the technical team. It’s been very successful."
Dune London

Steve Thomson

Lead UX & Digital Designer
Dune London

The Insights

Steve and Elaine identified several areas of focus from the audit.

1.  The PLP

With Contentsquare, they could see that customers were using the basket in a wish list capacity—adding and subtracting from the basket multiple times. They hypothesized this was driven by users starting their journey on mobile and continuing on desktop.

They also wanted to reduce the amount of page clutter to give the site a cleaner feel, and expose users to more product colorways at the PLP level.

2. The Filters

Steve had tested and made some improvements but knew there was still work to do to make the filters more mobile-friendly.

3. The Checkout

From his research, Steve understood there were limitations in the guest checkout. The login page was cluttered and had several areas of unnecessary data entry which was frustrating ad confusing users.

The Solution

Armed with these advanced insights, the team made the following changes:


Redesigned the PLP by adding a wishlist button, a shorter product description, and additional information on each thumbnail.


Made the filters more visual, engaging, and mobile-friendly.


Moved to a tabbed approach with guest checkout. They also merged the order review and delivery pages in the checkout flow to reduce the number of steps from six to five.

The Results

  • 14% increase in average order value
  • 30% decrease in bounce rate
  • 4% increase in conversion

Their new sign-in page in the checkout reduced exit rates from 12% to 9%, which was a great result given most of Dune’s users were new visitors.

They also saw customers who visited the wish list via the PLP convert at a much higher rate than those that don’t.

This redesign isn’t just something to draw a line under and move on. We really want to make this part of our ongoing roadmap, constantly making iterative improvements. That’s where we really see Contentsquare coming into its own, enabling us to make those small, context-driven changes throughout the funnel."
Dune London

Elaine Smith

Head of Digital Product
Dune London

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