Case study:

Schuh case study: sometimes, your greatest strength is hiding a fatal weakness

Have you ever been on an eCommerce site that offered an amazing feature... which didn’t work when you tried to use it?

It makes us even more disappointed than if the feature weren’t offered at all! Because now the site has over-promised and under-delivered.

Customer reviews are amazing – they can be your website’s greatest strength, if properly done. They can increase sales by 18%. Site visitors who interact with both reviews, and customer questions and answers, are 105% more likely to purchase while visiting.

But for Schuh, customer reviews were also harbouring fugitive errors.

Schuh increased smartphone conversions

Schuh’s mission is “to provide individual high-fashion footwear, sold in a unique and exciting retail environment.” In short, they sell shoes that make your feet feel like royalty.

Schuh had invested heavily in its online presence and wanted to make sure users had a great experience – no matter where, when or how they were using its site. So it ran remote user experience tests on its smartphone website with WhatUsersDo.

Errors you know about vs. errors you don’t know about

As users browsed products on the Schuh website, we noticed that many couldn’t access customer reviews – even though there were links that suggested customer reviews were available and that users could access them.

This lady was left confused when she couldn’t read reviews – she mentions that she’d prefer to do so before making a purchase:

Now look at how much of a difference access to reviews makes to another user:

Even worse, once users had clicked and were unable to view customer reviews, there was no way of correcting the error. Users had no idea what had gone wrong or why, and whether or not there was anything they could do to get what they wanted.

Without UX testing, Schuh could have continued for years without realising that some users had trouble accessing reviews – a major factor affecting whether or not they buy.

It wouldn’t have known about the error, so it would’ve done nothing to help users recover.  

How did Schuh solve this problem?

Looking on the current Schuh mobile site, reviews are simply displayed on the same page as the product – no need to click through.




An elegant solution that avoids the situation creating an error in the first place. The Schuh guys even added some nifty features to their reviews while they were at it. #Winning

What were the results of user experience testing?

After running one batch of tests on its smartphone site, Schuh saw a marked increase in smartphone conversions – as with ASOS, we can’t say by how much. But here’s a testimonial from the online development manager that worked with WhatUsersDo:


“A quick, easy and cost-effective way to get immediate, quality feedback on problems your customers are facing today. On the back of the feedback we received regarding the difficulties faced in stock reservation, we made the reservation services more obvious which resulted in an increase in conversions.”
— Stuart Findlay, Online Development Manager, Schuh


Wouldn’t you like to fix some super-simple issues that are obvious to users but not to you? It’s extra revenue, just sitting there... begging for you to make a move.