How The North Face Optimized Its Gift Guide By Leveraging Customer Experience Intelligence
Although we’re slightly past mid-summer and have got quite a way to go before the mercury significantly drops, it’s never too early to start thinking about the holiday shopping season. Aside from which products you want to highlight and which promotions to push for the season of gift-giving, you’re keenly going to need to fine-tune your digital strategy. Otherwise, a UX left unoptimized for the holidays won’t reap the sweet bump in holiday conversions.
Optimizing the customer experience (CX) for the holiday shopping season begins with… you guessed it, your customers. There is much you can learn from the data on your visitors’ behaviors during the holiday shopping season — make sure these insights don’t go to waste! Our case study with one of our top clients, The North Face, shows that the proof is indeed in the pudding, as our granular insights informed key CX changes for the 2018 holiday shopping season.
The North Face & Its Primary Holiday Shopping Challenge: The Gift Guide
The North Face is a top-name brand that offers outdoor gear, particularly activewear and equipment to athletes, the athletically-inclined and anyone who wants to go on adventures and look stylish doing so.
Originating as a San Franciscan storefront, the brand has been investing heavily in its online customer experience to better serve the digital community of North Face aficionados. We worked with the gear company to help the team optimize a key digital asset for its 2018 holiday shopping season: its online holiday gift guide.
This gift guide is an annual online experience that helps customers find the right gifts through a wide index of products designated for the holidays. This content serves a critical purpose in aiding Q4 sales and maximizing the mighty potential of the season.
The gift guide was strategically set to go live in October, right before the high tide in holiday traffic, which granted the digital team ample time to analyze the digital engagement of early-bird shoppers. Through a granular analysis of digital interactions, The North Face was able to continue its strategic approach to its holiday shopping campaign, as it directed its UX findings to adjust the experience prior to initiating its gifting-centered marketing campaign.
Putting UX Analytics to Use
As part of its analysis of the Gift Guide, the digital team surveyed customer interactions on a per-page basis, to reel in a comprehensive understanding of the guide’s performance. The team specifically was on the lookout for frustration and friction points in the customer journey.
The team looked at exposure rate, which takes into account how far down a page a user is scrolling and considers a zone seen when over half of it was viewed by a user.
The North Face continued the UX analysis by studying the click recurrence (which measures engagement and frustration), the click-through rate (calculation of pageviews and clicks) and attractiveness rate (attractiveness of an element, dealing with clicks after exposure). What they found allowed them to make UX decisions rooted in data, which lead to several improvements.
Findings & Actions Taken to Yield an Improved User Experience
The digital team at The North Face analyzed the exposure rate of various elements of the guide, which sets forth how far down a user scrolls. It also dictates that a zone is seen once over half of it was viewed by a user.
This analysis displayed a low exposure rate of the category CTAs, pointing to a need of adjusting the CTAs above the fold to improve their exposure. This UX change proved to be an improvement, as it brought the exposure rate of the CTAs up by 50%. This resulted in an increased visibility of each gifting category.
Heeding the click recurrence, the team unearthed a frustration stemming from multiple clicks on the hero image. This pointed to the fact that the hero wasn’t entirely clickable, so the team made it so, not just the product. This brought down the click recurrence of the hero to a satisfactory rate, with far fewer clicks since all of it was clickable.
The click recurrence metric also informed the team that there were multiple clicks on links to head to the Women’s Gift Guide page — even though users were already there. Through this insight, the team placed a header title to the page to make visitors aware of their presence on this destination within the site. Consequently, this action also reduced the click recurrence.
As far as merchandising optimizations go, the digital team observed the click-through rate and attractiveness rate of each gift category. Through these, they were able to discern which categories were the most popular, as well as the importance of the position of these categories on the page. As such, the team moved the most popular ones further above the page to access the most popular items quicker.
Optimizing Holiday Shopping Campaigns
Holiday shopping campaigns, much like many other retail campaigns, require a keen understanding of customer intent and engagement. Customer journeys are never stagnant, so you’ll notice that they alter — even among some common trends from season to season. That’s why you have to constantly monitor them, otherwise, you’re not getting the full picture of how customers and potential customers navigate your website, their frustrations and conversion opportunities.
Looking to granular analytics, the kind that can provide on-page behavior and interactions per element is a cure to the UX ignorance of your site. That’s because this kind of digital analysis doesn’t only show, it tells, particularly the correct implementations to your digital experience. This will assure you don’t remain in the dark on your UX during for the holiday shopping season for 2019, which is fast approaching.