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.
