Vuori experienced a drastic decline in customer buying behavior on their site following a comprehensive redesign. They believed that customers were seeking a refreshed appearance, and invested resources to cater to their various audiences.
Several of Vuori’s site pages were unclear and contained redundant information, even though the pages were intended to serve different purposes.
They were struggling with conversions on their site due to campaigns and updates being based on department assumptions, rather than relying on insights from analytics.
We identified the impact of various pages to the customer experience, refocusing efforts to understand that the home page had a different purpose than the product detail page.
We implemented Key Performance Indicators (KPIs) to specific pages. By building out clear KPIs, each update was made using data-driven insights instead of assumptions from different departments.
By focusing on the most important KPIs for each page, the brand honed in on what mattered to customers throughout their journey on the site. This led to more data-driven decision-making and more efficient use of time and effort across teams.
Vuori saw their revenue per visitor surpass both their conversion rate and average order value across the site.
Vuori’s exit rate on their collection page declined by 13% after shifting the focus away from conversion rate, recognizing that visitors typically don’t add to cart or convert on that page.
They saw their exit rate drop by 15% by improving the shopping experience rather than focusing on the branded experience, meaning fewer people were leaving the site without making a purchase.
