“Our number one priority is: We need to build experiences that capitalize on mobile,” said Rich Jones, Asos’s head of product and UX. “We’re designing experiences that are essentially right for the customers’ devices because their entire lives are here. How do we make sure our experience matches that?”
It helps that the majority of Asos’s traffic and conversions are happening there. Globally, 70 percent of traffic and 58 percent of purchases happen on mobile. In the U.K., where Asos is headquartered, those figures creep up, to 80 percent and 70 percent for traffic and conversions, respectively.
Jones said that when figuring out how to improve the mobile app, the technology team turns to customer pain points and figures out how to solve them. One of Asos’s strengths is its vast inventory of 85,000 products from 200 brands, and it’s resonating with customers. In its latest earnings report for the third quarter of 2017, retail sales were up 32 percent, to $859 million, putting it on track to hit $103 million in profits for the year. For their most recent results, Asos outpaced competitors like Zara, where sales rose 17 percent, and H&M, which saw a 9 percent sales bump.
But while scrolling through endless product pages is suitable for desktop, such a dense assortment is difficult to digest on mobile, a problem Jones and his team set out to fix.