Ecommerce
Simplifying Search & Findability
Revolutionizing the online shopping experience for a leading retailer.
THE PROBLEM
With 60% of site visits not culminating in a purchase, a major online retailer realized it had an issue with customer engagement. Customers, who often had seen what they wanted to purchase in-store, were unable to locate the item online, leading to frustration and eventual desertion of the site.
The search engine was cumbersome with a multitude of customer touch points, making it more challenging for customers to find what they needed. With its mandate from the leadership team, a cross-functional team was tasked with improving customers' online search experience, ensuring successful find-ability, and boosting satisfaction.
THE PROCESS
The team followed the Tatham Systematic Method to improve the customer’s online shopping experience. Using the acronym WILF, which stands for "What I'm Looking For," they focused on identifying the item the customer wanted to purchase. Through experimentation and prototyping, the team was able to implement solutions that improved the workflow and ensured quality. They used customer data and metrics to avoid confirmation biases and make decisions based on facts. By breaking down internal silos, the team overcame barriers that had previously stifled innovation and continued to drive improvements.
IMPACT
After immediate implementation, the retailer's conversion rates skyrocketed by 50% thanks to a faster, smarter, and easier shopping experience. The company also saw a whopping $500 million increase in gross merchandise volume. Along with these impressive numbers, the team underwent a significant improvement, fostering a newfound sense of camaraderie and communication. Working together, they became an integral part of the company's revolution.
“When we first drilled into the search process using the Tatham method, I expected to find it to be ridiculously complicated, but I was actually wrong. It was even more complicated than that”
- CEO
