Evolve Redesign Boosts Conversion by 55%

ABV8 Redesign Transforms Profit Margin

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29 August 2025 - 3 min read

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Evolve Clothing, the award winning online fashion retailer, recently partnered with ABV8 via the IRP Service Marketplace to redesign their online shop UX. The goal of the project was to bring the Evolve online identity in line with the in-store brand experience. Beyond aesthetics, the UX strategy had to increase Conversion Rates, Sales and Profits.

“The Service Marketplace works for design agencies like ABV8. We innovate and deliver the best results for Merchants.”

Adam Bleakly - ABV8 Director

The project took 2 months from initial meetings, to brand scoping, to build — and then successful roll out. The subsequent results were immediate and significant — sales increased by 87% in the month one.

CONVERSION MONTH ONE

Mobile +41.82% Desktop +24.82%

SALES UP 87%

The sales increase was directly attributed to improved conversion rate uplift. The increased conversion rate resulted in a 38% drop in Cost Per Acquisition (CPA). The redesigned UX therefore did not just drive revenue - it increased profits. Conversions increased, eGross Margins rose in tandem, improving overall net profit margin.

This outcome reflects a broader trend that IRP merchants are now prioritising Conversion-Centred UX Design as a key driver of profitable growth.

“The Service Marketplace brings Merchants and Agencies together around results. This alignment around profit has delivered for Evolve.”

IRP David Dickson
David Dickson - IRP Head of Merchant Success

CONVERSION MONTH TWO

Mobile +62.77% Desktop +37.23%

SALES UP 60%

The Impact of Redesign on the Evolve Profits

The impact on the Evolve top and bottom lines was immediate and the conversion rate increase has opened up a profitable future.

“Evolve Clothing has built our brand over 16 years. The website branding is important to our marketing team and Directors. We wanted to match our offline brand with our online brand — and I wanted to be actively involved in the project.”

“We chose ABV8 from the IRP Service Market based on their track record. The design process was logical and straightforward — starting with initial discussions and scope of project — moving into mood boards and brand experience. From there ongoing communication meant that the end result matched our expectations.”

“The financial benefit has been beyond our expectations and we are delighted with the result — Evolve will benefit from this design investment for years to come.”

Mark McCloskey - Co Founder Evolve Clothing

“The Uplift in Profit Margin is Transformational"

Mark McCloskey

Conclusion

Connecting up via the Service Marketplace - Merchant Evolve Clothing, Agency FWD and UX Service Provider ABV8 - worked closely together to deliver a modern design focusing on the needs of the shopper while delivering on Evolve Clothing’s conversion expectations.

The matching Brand and the converting signals led to a 55%+ increase in Conversion Rate. The benefits of this UX work and uplift in Margin will be felt for years to come.

For Evolve, it proves that strategic investment in UX is not simply a design choice, but a powerful driver of profitability and long-term growth.

Additional 2 Months Stats: Sales +74%, Gross Profit +59.5%, eCPA% DOWN 38%, eGross Profit +82%, eGross Margin +3%, Net Profit Margin +4%, Sessions +24%, Conversion +38%, AOV +3%, Orders +70%, Returns DOWN 30%, Desktop Sales +38%, Mobile Sales +62%, UK Sales +53%, Ireland Sales +24%, USA +201%, Australia Sales +244%, Canada +64%.