Challenge

30% of sales for a leading multi-billion dollar apparel brand was Direct to Consumers through their online ecommerce platform and a mobile App. The goal for the brand is to increase the D2C proportion further through providing better customer experience. A Voice of Customer survey revealed several complaints relating to engagement on the e-comm website. There was hence a need to understand customer pain points at each step of their journey through the platform to enrich the experience and drive engagmeent through 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 provided a detailed view of customer clicks and a reproduction of their experience at a visit level. We married the two together along with customer reviews to understand paths, product views, and specific potential opportunities to improve customer experience and fix potential hinderances that may be causing lack of completion of an order. Several hypotheses were tested to come up with 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 1.5% increase in conversions across key product categories.