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 their various audiences.
Several of Vuori’s sites pages were unclear, and contained the same information when the purpose of the pages were supposed to have different purposes.
Vuori was struggling with customer conversions on their site.
This was due to campaigns and updates being largely based upon department assumptions of what customers wanted rather than what analytics actually showcased.
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
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 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.
Vuori saw their Revenue Per Visitor go over their Conversion rate or Average Order Value (sitewide).
Vuori’s exit % declined by 13% on their Collection page by no longer focusing the page on conversion rate since people don’t tend to add to cart/convert here.
Vuori saw their exit % (sitewide) drop by 15% with improvement to shopping experience vs focusing on branded experience. Meaning less people were leaving their site without buying.
