Vuori observed a drastic decline in customer buying behavior on their website following a comprehensive redesign. The brand believed that customers were seeking a refreshed appearance, and invested resources to cater to various audiences.
We identified different pages and their impact to the customer experience. By refocusing efforts to understand that the home page had a different purpose than the product detail page, it allowed the team to establish Key Performance Indicators (KPIs) specific to the page. By building out clear KPIs, each update was made using data-driven insights instead of assumptions from different departments.
By shifting the focus of the page based on KPIs, we were able to help Vuori establish what was most important to their business and customers, depending on the page they were on.
Bloated marketing tactics were hurting conversions on the product detail page, while trying to get customers to buy when they didn’t know the brand was forcing customers away. By focusing on the most important KPIs for the page, the brand narrowed in on what mattered to customers through their journey on vuoriclothing.com. This lead to more data-driven decision making with more efficient usage of effort and time across various teams.
