82% of all products sold on Catfootwear.com are “made for work” products.
In contrast- in Latin America and Europe Cat’s casual lifestyle brand is the main revenue driver.
In the hopes of launching casual into the US market, previous leadership encouraged trend driven casual lifestyle products to be the focus of the website. Representing about 80% of the content areas and email campaigns.
Leading into fall 2017 after 1.5 years of a casual lifestyle focus, catfootwear.com continued to head in a downward trend against plan and forecast expectations. The customer was showing evidence of a high bounce rate, confusion while navigating, and low conversion.
In August 2017, my team went to work designing a homepage that reflected the expectations and wants of our core consumer. Collaborating with our optimization teams, previous sell-through, and building on digital-retail best practices.
Following the launch of our new website, emails, and social prospecting campaigns, our efforts have lead to a +38.4% increase in demand sales year-over-year, while still improving average order value by +12.8%
- Long scrolling page, with sliders containing imagery that do not align with our core consumer.
- Few assistance with navigation via imagery clues, or quick-link areas
- “Rebel” archetype language- off brand from average customer’s perception of the brand
- After presenting our hypothesis to the brand and optimization team, we got buy-in from upper management to A/B Test primary slider click-through rates and conversion rates. We would be testing Work V. Casual but still use previously developed casual styling and voice. The consumer would be given either a work image as the first slider or a casual image as the first slider, at random. No other changes to the website would occur besides for the sliders.
- Test Results: The Work slider had a statistically significant engagement rate. Encouraged by the extremely high results, we now had approval to develop a work focused experience.
- Copy is concise and quickly depicts the value proposition
- Photography fits the work consumers day-to-day.
- Secondary area is reserved for navigation purposes, instead of brand story
- Best-sellers and brand equity are highlighted clearly.
- Language and aesthetic matches the consumers’ expectation of the hero archetype.