MUSTO identifies cart abandonment trends using UserReplay


MUSTO is an international sailing and country sports brand established in 1965 by Keith Musto, a British Olympic sailor and engineer. MUSTO has a history of innovation and leadership in developing kit for sportspeople and teams on the water. More recently, MUSTO extended their range of clothing, delivering innovative, performance-based products for the equestrian, shooting and outdoor adventure clothing markets. In 2010 the company was granted two Royal Warrants from Her Majesty The Queen and His Royal Highness The Duke of Edinburgh.

The Challenge

MUSTO wanted to improve overall conversion levels and gain visibility into ‘the truth’ of their customers’ experience online. In particular, MUSTO wanted to understand what content on their site was driving conversion, as well as why customers were dropping out, particularly at the checkout stage. With a large international customer base, MUSTO was aware that checkout was a potential trouble spot for cart abandonment with shoppers having different expectations depending on their home market.

Download the case study now to find out how MUSTO used UserReplay to improve the customer experience and:

  • Examine reported problems from users and resolve them accurately
  • Prove how much ‘out-of-stock’ messages were costing the company in terms of lost conversions, allowing MUSTO to request improved stock provision
  • Act on critical issues as they happen to resolve/minimize the overall impact

Musto UserReplay CEM

“UserReplay gives us eyes and ears we just didn’t have before. We’re very excited about the improvements we have been able to make to our online customer service so far.”

Alexa Jeggo, Ecommerce Manager



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