Results
"I learned that even well-established features need to be re-examined through the eyes of new users — and that clarity, context, and timing are just as powerful as the offer itself."
Executive Summary
I redesigned the multibuy tracker across PDP, PLP, and Basket to improve clarity and uptake. The original component was often overlooked or misunderstood — especially by new customers.
By surfacing the tracker in key locations, rewriting the offer copy, and using a gamified progress format, we encouraged users to complete their multibuy offers.
The redesign led to an 11.5% increase in multibuy conversion and an estimated £812K uplift in annual revenue.
The Challenge
Charles Tyrwhitt has long promoted a multibuy offer — but internally, we had started to take that offer (and customers’ understanding of it) for granted.
Many users, especially first-time visitors, didn’t know what “multibuy” meant or how to take advantage of it. The tracker lacked visibility, and the messaging didn’t clearly explain the benefit. On top of that, the layout broke basic proximity rules: the multibuy price appeared near the top of the page, while the explanation of how to unlock it sat far below, making it harder for users to associate the two.
We needed to make the offer easier to see, easier to understand, and easier to act on.
Conclusion
The multibuy tracker redesign is now live across all core ecommerce touchpoints and has become one of Charles Tyrwhitt’s most commercially successful UX experiments. It not only improved multibuy performance but also set a new standard for how we communicate promotional value across the site.
Just as importantly, it created a flexible framework that can support future upsell mechanics, promotional campaigns, and personalised messaging across key journeys.
