Introduce and refine a new approach to enhancing Stance.com by refocusing efforts on a data-driven approach of “pass/fail fast and learn” testing to identify key touch points that directly affect user behavior and shift revenue trends. Find brand and design efficiencies to support the business first and minimize wasted efforts that do not yield results. Redefine KPIs away from myopic data points to create a more holistic view of ecommerce health.
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 had not changed in 5+ years, even with the introduction of higher priced t-shirts and new product categories like mens underwear.