How a Children's Clothing Brand Improved Mobile Conversions

Parents shop on their phones. That's simply the reality of the children's clothing category — browsing happens in the margins of daily life, on a sofa or school run. This brand's analytics confirmed it: 68% of sessions were mobile, but mobile was converting at 0.6% against 2.1% on desktop. Tens of thousands of pounds in mobile revenue was being left on the table every month.

The Mobile Audit

We conducted a full mobile UX audit across the customer journey: homepage, collection browsing, product detail page, cart, and checkout. The issues were numerous but fixable: product images required pinch-to-zoom to see detail, the size selector was tiny and required precise tapping, the cart drawer covered half the screen on smaller devices, and the checkout form had no input autocomplete.

What We Rebuilt

• Product page image gallery rebuilt with full-screen swipe and automatic zoom on pinch.
• Size selector redesigned as large touch targets with a size guide modal accessible in one tap.
• Sticky add-to-cart bar implemented that appears once the user scrolls past the native button.
• Cart drawer redesigned for mobile — full-screen on small devices with clear close affordance.
• Checkout configured with address autocomplete and Apple Pay / Google Pay as prominent payment options.
• Collection filters rebuilt as a bottom sheet on mobile rather than a sidebar.

Express Checkout Impact

Adding Apple Pay and Google Pay to the product page — not just at checkout — had a dramatic impact. Parents who already had their payment method saved could go from product page to purchase in four taps. These express checkout sessions converted at 4.8% on mobile, far above the standard checkout path. Within six weeks, express checkout accounted for 31% of all mobile orders.

Results After 10 Weeks

• Mobile conversion rate improved from 0.6% to 1.4% — a 133% increase.
• Mobile revenue grew by 122% versus the same 10-week period the prior year.
• Express checkout (Apple Pay / Google Pay) now accounts for 31% of mobile orders.
• Mobile cart abandonment reduced from 82% to 64%.
• Customer returns fell 12% following improved product imagery and sizing information.