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 in 2020.
The UX team’s first rollout was a new checkout flow, designed to simplify the conversion process for customers.
During the AB testing phase of the rollout, the team leveraged the page comparator tool to measure the performance of each variant, and used live zoning to 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 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 what our
customer was doing online. It was really hard to uncover
shopping behavior"
Lauren Hatch
UX Research Manager
Orvis
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.
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