Improving the online shopping experience for a clothing retailer.
How might we drive revenue and conversions through a consistent and interconnected experience for Cockpit USA customers?
Understanding the Shopper’s Experience to Drive Purchase
Cockpit USA was shifting from a largely wholesale distribution model to a more traditional retail model. As a result, they were looking to create a better online shopping experience for their customers. With the busy holiday season approaching, Cockpit USA needed to better understand the motivations and pain points of their retail customer and the journey that customer took when making purchases online.
Ecommerce Conversion Rate
Increase in Online Transactions
Understanding the Customer through Persona Development
Cockpit USA needed to better understand what drove their customers to purchase. During the initial research phase of the project, in-depth interviews with customers and noncustomers were conducted. Based on the learnings from these initial interviews, a large scale survey was deployed to Cockpit USA customers to validate these interview findings.
The subsequent segmentation of the survey data and persona development allowed the team to gain deeper insights into the goals, motivations and paint points facing customers. It also brought to light the barriers that noncustomers faced when contemplating purchase decisions.
Designing a Harmonious User Experience
With an understanding of customer needs, the team conducted a user experience analysis of the Cockpit USA website, identifying challenges and opportunities that would have the greatest impact on customers. The team created actionable recommendations for modifying the structure and content of the website. Imbalances and gaps between audience intent and content were also uncovered, ultimately leading to increased ease of use of the website and maximized discoverability.
Reimagining the Shopper Experience
With a strong heritage and flagship store in NY, Cockpit USA now had a way to bring the omnichannel experience to life. Where the website once proved difficult to navigate, decision making and point of purchase were streamlined. In addition, calls to action were changed to reflect the direct needs of Cockpit USA customers, creating an interconnected shopping experience. With the support of paid media, the reach of this new experience was amplified and as a result, the company experienced more than a 100% increase in revenue, compared to the previous year’s holiday season.