Stance identified extremely high potential in its ecommerce channel but had yet to capitalize on it. The organization routinely spent time and resources on maintaining a brand-first approach, but many times sacrificing results and revenue performance. The ecommerce average order value hadn’t changed in 5+ years, even with the introduction of higher priced t-shirts and new product categories like mens underwear.
Recurring results for +5 years despite expansion into other categories.
Under utilized platform not capitalizing on maximum results and revenue performance.
Opportunity to shift focus on resources to generate higher comps.
We introduced and refined a new approach to enhancing stance.com by refocusing efforts on a data-driven approach of “pass/fail, or fast and learn” testing. Which helped to identify key touch points that directly affect user behavior and shift revenue trends.
We found brand and design efficiencies to support the business first and minimize wasted efforts that don’t yield results.
We redefined KPIs away from myopic data points to create a more holistic view of ecommerce health, and help stance better focus on items that indicated greater engagement.
15% Increase in RPV when shipping threshold at $50 vs. $25
Overall orders saw a total improve of around 20%. In addition customers adding units per transaction increased by 33%.
We improved the margins and order size of Stance’s shipping
Revenue increased > $1M within the first calenderer year from the changes to shipping/additional products being added to cart.
