From the outset, we knew we would need to optimise each element of the ecommerce shopping experience. This meant getting first time visitors to product information quickly, incorporating a fast, predictive search, personalising offers and bundles and enabling customers to shop in their own language with fully translated content.
We would need extensive ecommerce integration with multiple warehouses, stock control and back-office order systems and be able to handle split fulfillment. We wanted the solution to present customers with accurate shipping costs, calculated against DPD and UPS databases, be able to print shipping labels and handle ship-to-store scenarios.
In addition, we wanted to optimise the mobile and tablet experience, improve page load times and provide a friction-free checkout process that supports the preferred payment providers across in each region.
Our team looked at each element in turn, to identify where the customer experience could be improved, where and why Graham & Brown were losing prospective customers and how they could deliver a frictionless shopping experience.
Our findings were a 51 page document that used cohort analysis to look at differences in browsing behaviour, considering when customers actually purchase, optimal conversion paths and attribution modelling to understand the impact from each channel.
We then used this data to create a frictionless shopping experience that would guide more customers through to a successful checkout.
To improve product merchandising, we suggested turning Graham & Brown's collection pages into comprehensive, landing pages. These would bring together closely related sets of products and avoid customers navigating through endless grids of collections.
We wanted the search function to be about discovery, to encourage exploration as well as give visitors instant access to products of interest. We recommended a product search that would immediately show visitors highly relevant suggestions for products, collections and articles.
We knew that customers prefer to visit online stores that cater to them in their native language. To facilitate global expansion, we proposed incorporating a live translation service across all pages, as this would improve the customer experience globally.
Our findings showed a significantly higher bounce rate for mobile devices. With more and more traffic coming from mobile, we recommended improving the navigation on tablet and mobile devices to provide easier access into collections, product ranges and inspirational content.
To help Graham & Brown increase conversion, we advised that the checkout be redesigned and streamlined. We recommended a new checkout flow that would use a single-page layout, provide inline validation and incorporate a postcode lookup.
