B2C Fashion E-commerce
Revenue & Sales
Tamara Malas is an independent, women-owned fashion brand known for its bold, expressive designs and inclusive size range. Founded by designer Tamara Malas, the brand focuses on small-batch, ethically produced pieces that celebrate individuality and self-expression, serving a diverse, highly engaged community through both its online store and flagship location in New York City.
The challenge: high-consideration shopping and decision fatigue
Tamara Malas operates in a category where purchasing decisions are rarely impulsive. As a plus-size fashion brand, shoppers typically need more time and reassurance before committing to a purchase.
Customers want to carefully evaluate:
- Fit and silhouette
- Fabric and comfort
- How the piece looks on different body types
- Whether the product will truly work for them
As a result, buying journeys are longer and more complex than in standard fashion e-commerce. Visitors often explore multiple categories, scroll through collections, and compare items before feeling confident enough to buy.
At the same time, the website offers a broad catalog of expressive designs. While this variety is a strength, it also created friction:
- New visitors didn’t know where to start.
- High-intent shoppers spent time browsing instead of progressing toward a decision.
- The brand’s four most profitable bestsellers, which drive roughly 80% of revenue, were not clearly prioritized in the journey.
- Visitors were left to self-navigate a high-stakes decision without guidance.
The root problem was decision overload combined with a high-consideration audience. Tamara Malas needed a way to reduce friction without oversimplifying the experience, while supporting a more cautious buyer with the right reassurance at the right moment.
The solution: intent-based guidance with Pathmonk’s product selector
Instead of forcing shoppers to navigate the catalog on their own, Tamara Malas implemented Pathmonk’s product selector to create a guided, confidence-building experience, without redesigning the site or limiting choice.
Using Pathmonk, the team introduced a short flow of three to four simple questions (depending on the selected journey) designed to understand each visitor’s intent. Based on their answers, visitors were dynamically guided to the most relevant destination, such as:
- New arrivals
- Bestsellers
- Other curated product categories
The most relevant path was the bestsellers experience. When visitors selected this option, Pathmonk narrowed the experience down to their four key-performing products. These products represent the brand’s highest-converting and most profitable pieces, responsible for around 80% of total sales.
Besides facilitating the path to conversion, Pathmonk used intent-based microexperiences to guide different visitors to the selector, based on their behavior and journey stage.
- Bold, visual experiences featuring the designer, Tamara Malas, to reinforce brand authority and trust.
- Customer testimonials to reduce hesitation and provide social proof.
- Product-focused messages highlighting fit, design, and key details for more analytical shoppers.
While the call to action always led to the product selector, the message itself adapted to what the visitor needed most at that moment: inspiration, reassurance, or clarity.
This approach allowed Tamara Malas to:
- Shorten long, uncertain buying journeys.
- Reduce decision fatigue without removing product variety.
- Surface bestsellers naturally, not aggressively.
- Guide shoppers toward products that already resonate with the majority of buyers.
Instead of asking visitors to “figure it out” on their own, Pathmonk created a guided, supportive path to purchase, one that respected the needs of a high-consideration audience while aligning directly with the brand’s revenue drivers.
Why did Tamara Malas choose Pathmonk instead of more traditional CRO tools such as Dynamic Yield, ContentSquare, Mutiny, Drift, Gong, or ClickFunnels?
- Money-back guarantee: To make the decision risk-free, Pathmonk offered Tamara Malas a money-back guarantee: if the traffic exposed to Pathmonk did not deliver at least a 20% uplift, the investment would be fully refunded. This allowed the team to test Pathmonk with confidence and focus purely on measurable impact.
- Speed to value with no dev dependency: Unlike traditional CRO platforms that require coding, design work, or heavy onboarding, Pathmonk could be installed via GTM in minutes and immediately began learning from visitor behavior. This meant no delays, no dev tickets, and no friction, just fast results.
- Fast setup: Pathmonk offers flawless integration with various CRM systems, enabling easy synchronization and streamlined data management.
- Cookieless technology: Pathmonk operates without the use of tracking cookies, adhering to privacy regulations and catering to user preferences for enhanced data security.
The results: +61% revenue in the first month
In the first month after implementing Pathmonk, Tamara Malas saw a clear and measurable uplift in performance, with revenue as the primary success metric.
✅ +61% increase in revenue on the traffic exposed to Pathmonk
✅ +$4.1k in incremental revenue directly attributable to Pathmonk
✅ +46% increase in conversions compared to the control group
By guiding visitors through the product selector and surfacing the brand’s highest-performing products at the right moment, Pathmonk helped shoppers move from exploration to purchase faster and with more confidence.
Notably, these results were achieved without changing the product catalog, pricing, or website structure. The uplift came entirely from reducing decision friction and aligning the shopping journey with what already works best for the business.
How can we measure the exact impact of Pathmonk
To ensure accurate performance attribution, Tamara Malas followed Pathmonk’s recommended setup by first running personalization on 50% of the traffic. This allowed for a clean A/B comparison:
- Disabled (control): Standard website experience
- Enabled: Visitors exposed to Pathmonk’s AI-driven microexperiences
Both groups received the same traffic quality over the same time period. By comparing performance across these two identical segments, the team could clearly attribute the uplift in revenue and conversions to Pathmonk — not to seasonality, traffic changes, or external campaigns.
After the initial test delivered a clear uplift in both revenue and conversions, the Tamara Malas team decided to scale Pathmonk exposure from 50% to 80% of total website traffic. Over the last 30 days, with Pathmonk active on the majority of visitors, the impact became even more evident:
Based on these results, Pathmonk has become a scaled, always-on layer in Tamara Malas’ e-commerce stack, actively driving revenue from existing traffic rather than just relying on additional traffic acquisition.
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