J.W. Hulme
Increase in average order value
Higher website conversion rate
The Ambition
J.W. Hulme brings a century of classic design and craftsmanship to leather products fit for world travelers. They wanted their website to connect with these discerning customers and quickly help them find what they need for their next adventure. But the site structure didn’t always push users to the products they wanted or support casual browsing. Meanwhile, its navigation confused rather than clarified.
The J.W. Hulme team asked Level to help them make the most out of their website.
Increase in average order value
Higher website conversion rate
The Results
Site optimizations cleaned up clutter and geared content toward top sellers. A look at two Ecommerce metrics verified that the approach worked, with significant gains in average order value and conversion rate. In other words, customers bought more. And more site visitors became customers. That adds up to big gains in revenue.
Our designers audited the J.W. Hulme website from the perspective of the customer, flagging UX issues as they went. At the same time, we analyzed performance against industry benchmarks, revealing low conversion rates.
Rather than overhaul the site immediately, we followed our Test. Learn. Grow. method using a free tool, Google Optimize.
TEST:
The hypothesis was simple: If we make it easier for users to find the top selling products on the site, J.W. Hulme will sell more of them.
LEARN:
We split website traffic using Google Optimize. Users encountered either the existing navigation as a control, or our redesigned navigation.
GROW:
The test revealed statistical significance within a few weeks, so we eliminated the old navigation and sent all website traffic to the new version. Now, J.W. Hulme’s performance will benefit for the long haul.
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