The company
Orvis is an international, multi-channel retailer with approximately 1,700 employees. Their award-winning websites, orvis.com and orvis.co.uk offer more than 5,000 products with more than 33 million visits per year.
The challenge
In 2019, Orvis launched its most ambitious digital project to date—a rebuilding of the entire ecommerce website from the ground up. With the current website almost 20 years old, the team needed to understand how the Orvis customer wants to shop and experience the brand today.
The UX team’s first rollout was a new checkout flow, designed to simplify the conversion process for customers.
The solution
During the A/B testing phase of the rollout, the team leveraged the Contentsquare's side-by-side analysis to measure the performance of each variant, and understand how customers were interacting with every element of the new checkout.
By analyzing click recurrence and time spent on page, the team was able to gauge whether the new design was making it easier or harder to complete purchases.
Watching replays of user sessions in Session Replay allowed the team to confirm which areas were causing friction and to access a better understanding of why users were struggling in the first place.
The third issue the team uncovered was that a segment of customers were clicking on the cart icon to checkout and being led to an empty screen with no messaging or direction for the user. Locating this error and fixing it allowed Orvis to recover conversions that would have otherwise been unnecessarily lost.
Before Contentsquare we were kind of blind to our shopping behavior.
The results
After pinpointing issues and fixing obstacles, the team reported a +5% increase to cart conversions across devices. For the checkout specifically, conversions went up +16% on desktop and +2% on mobile.
