The Challenge

Creating a better ecommerce customer experience.

A leading athletic retailer wanted to improve operational cost efficiencies while advancing analytics and creating a better customer experience. They recognized inconsistency both in the customer experience and with the data their current analytics tools were gathering.

The retailer engaged Credera to design and implement a fully responsive website and create an analytics solution that would improve the overall ecommerce customer experience for their approximately 12.5 million monthly visitors, ultimately increasing mobile and desktop conversion rates by 20% resulting in more than $9 million in additional revenue during the holiday season.

The Solution

Going from prototyping to implementation.

Credera began with an Envision phase, which included a one-week design sprint and resulted in a prototype to address the retailer’s need for a mobile-focused, responsive website design. By incorporating feature flags, device-specific customer segmentation, and server-side multivariate testing, the retailer and Credera planned to release and test specific site sections (browse, account, checkout, etc.) separately in a phased approach, resulting in accelerated iterations and learning.

Prior to launch of the new responsive website, Credera’s conversion optimization team conducted a fallout analysis of the retailer’s checkout funnel. By conducting a thorough analysis, Credera was able to better understand customer pathways and habits on their site. Credera validated the effectiveness of the new designs with user testing and A/B testing.

Credera identified and mitigated drop-offs during the checkout process by updating the site to include new, intuitive design elements for return customers. Credera utilized the approach as well as our prototypal user testing tool to gather qualitative data. A session-recording tool was also implemented to collect qualitative data of actual users interacting with the site and to illustrate where users were terminating potential transactions.

The Results

Translating insights in revenue growth and customer engagement.

The athletic retailer now has a high quality, responsive website that functions across all device types, including updates to product navigation, checkout, account management, and overall look and feel.

As a result of this initiative, the retailer has experienced the following:

• Increased conversion rate: Conversion increase of more than 20% resulting in more than $9 million in additional revenue over the 2017 holiday season.

• Better customer insights: By conducting usability testing, they were able to better understand their customers and tailor their website to cater to them more effectively.

• Increased revenue via A/B testing: Implemented a “risk-managed portfolio” process for A/B testing that increased ROI 67% in the first two months, resulting in a $3.5 million increase in annual revenue.

• Increased mobile traffic and conversion: A combination of better user experience, customer analytics, and A/B tests increased conversion for mobile devices by 10%.

• Simplified operations and site experience: Reduced overhead costs by combining the mobile, tablet, and desktop experiences into a single codebase.

• Remediated broken analytics and reports: Fixed broken analytics tagging to ensure data integrity, rebuilt critical reports and dashboards to renew focus on the right KPIs, and ultimately reestablished confidence in the metrics across the organization.

• Dramatically improved site performance: Improved conversion rate while drastically reducing server count, which resulted in significantly reduced IT cost.