The team at GoPro wanted to increase direct-to-consumer sales, which afford the brand the best margins and more control over the total customer experience.
At the same time, because some GoPro.com visitors will choose to complete their purchase through a GoPro ecosystem partner, the company needs to engage and influence all site visitors to prefer GoPro cameras regardless of where they choose to shop.
The GoPro.com challenge embodies a formidable dual goal: to facilitate conversions on the home site, but also to educate and inspire visitors about the brand and products, and to take them as far down the decision journey as possible even if they choose to convert elsewhere.
As a lifestyle brand built on video storytelling and beloved by experience-seekers, the digital team knew that the product and content were inseparable, and so a successful site for GoPro would not follow a traditional Ecommerce design.
In practical terms, this meant going up against accepted Ecommerce UX standards of a streamlined interface, opting instead to wow visitors with rich, visual, interactive content. At the same time, navigation had to remain as friction-free as possible to encourage direct sales.