Challenge

30% of sales for a leading multi-billion-dollar apparel brand were direct to consumers through their online e-commerce platform and mobile app. The brand aimed to increase the direct-to-consumer proportion further by providing a better customer experience. A Voice of Customer survey revealed several complaints related to engagement on the e-commerce website. Therefore, there was a need to understand customer pain points at each step of their journey through the platform to enrich the experience and drive engagement on the website.

Approach

Adobe Analytics data provided a synthesis of the path taken by customers through the website and a summarized view of bounce rates, additions to carts, abandonment of carts, completion and abandonment of the checkout process, along with various error messages encountered along the way. Quantum Metrics offered a detailed view of customer clicks and a reproduction of their experience at a visit level. By combining these data sources with customer reviews, we were able to understand paths, product views, and specific potential opportunities to improve customer experience and fix potential hindrances that may cause a lack of order completion. Several hypotheses were tested to develop actionable recommendations to streamline the effectiveness of a website visit.

Outcome

Actions from the analysis included better handling of organic searches on the website, identification of popular driver products in each category for prominent placement, streamlined access to promotion information, and execution of several test-and-learn experiments to understand customer preferences in each category. Ongoing measurement shows a 3% increase in cart additions and a 1.5% increase in conversions across key product categories