Working in close collaboration with the C-suite of a global leading sportswear manufacturer and retailer, we successfully increased revenue and conversion rate for women’s range on the eCommerce website. We provided end-to-end support throughout the process of analysis, improvements, customer feedback and deployment.

Client:

A leading global sportswear retailer.

Challenge:

The client aimed to increase the conversion rate and grow the overall share of women’s eCommerce business. They faced significant drop-offs at various stages of the online shopping funnel for female customers. The goal was to map the customer journey, identify problems and opportunities, and develop data-driven hypotheses for improvement.

Solution:

eClerx undertook a data-driven initiative to map the digital customer journey and improve conversion rates. This included an in-depth analysis of browsing behavior, engagement patterns, and reasons behind drop-offs specific to women customers. Insights from the analysis informed the development and refinement of new designs, content, and messaging. These changes were tested and iterated both before and after full deployment to maximize impact.

To complement this effort, we analyzed Net Promoter Score (NPS) feedback to design new products and fix existing ones. Collaborating with the client’s Rapid Production team, we facilitated the launch of over 100 new SKUs tailored to women’s preferences. Competitor analysis further provided benchmarks to refine strategies, and a structured “test and learn” framework ensured continuous optimization.

Strategic approach to success:

Our strategic approach combined in-depth analysis, targeted testing, and collaborative synergies to uncover insights and drive growth.

Comprehensive analysis: Thoroughly analyzing women customers’ ecommerce journey, browsing behavior, and web engagement to pinpoint areas for improvement.

Test & learn framework: Devising a structured test and learn framework that focused on content, messaging, personalization, and UI/UX enhancements tailored to women’s preferences.

Uncovering customer insights: Scrutinizing NPS feedback from women customers to uncover key drivers of drop-offs during the customer journey.

Competitor analysis: Conducting secondary research to compare our client’s ecommerce strategy with key competitors, allowing for informed decision-making.

Key takeaways:

The case study underscores several vital takeaways that are transferable to companies operating in the global retail market of fast-moving consumer goods:

Iterative approach: The success of this project highlights the value of continual testing and refinement in achieving strategic objectives.

Comprehensive support: Our end-to-end support encompassed diagnostic and inquisitive analytics, persona modeling, prescriptive insights, actionable recommendations, A/B testing, and deployment of successful feature and journey enhancements across the funnel.

Customer-centric design: Analyzing NPS feedback enabled the design of new products and enhancements, showcasing the importance of listening to customers.

Collaborative efforts: Working closely with our client’s teams, we contributed to the launch of over 100 new SKUs, reflecting our collaborative approach.

Impact:

This strategic approach delivered significant results. The client achieved a $100 million annual revenue uplift and saw a 1.8% increase in the overall conversion rate. Over 3.4 million additional orders were impacted by addressing missed revenue opportunities, and more than 100 new SKUs were launched based on insights and recommendations.

By combining in-depth analysis, continuous testing, and close collaboration with the client’s teams, we helped drive substantial growth and enhance the women’s eCommerce segment, setting a benchmark for customer-centric design and iterative optimization in the retail industry.