Clickvoyant and Mara Hoffman – Refining the Luxury Shopping Experience
Client Overview: Mara Hoffman, a renowned luxury apparel retailer, faced challenges with its online sales strategy. The company had long maintained a ‘SALE’ section in its top navigation, traditionally believed to boost conversion rates. However, this strategy contributed to a decline in the average order value (AOV) and obscured the focus on new, full-priced products.
Challenge: The persistent placement of the ‘SALE’ section in the top navigation directed customers predominantly towards discounted items, reducing engagement with new arrivals. Detailed analysis using Google Analytics revealed a critical insight: users navigating to the ‘SALE’ section had an AOV that was half compared to those who did not visit the ‘SALE’ section.
Objective: To redirect customer focus from discounted items to new arrivals and full-priced merchandise, thereby increasing the AOV and restoring annual revenue projections without impacting the overall transaction conversion rate.
Solution: As an analytics firm specializing in data-driven decision-making, Clickvoyant employed advanced Google Analytics techniques to identify the underperforming elements of the website’s strategy. Based on these insights, a strategic modification was proposed for Mara Hoffman’s website navigation.
Implementation Details:
- Analytics Deployment: Utilized Google Analytics to segment user behavior and track navigation patterns, clearly identifying the impact of the ‘SALE’ section on AOV.
- Navigation Redesign: Removed the ‘SALE’ section from the top navigation to minimize its prominence and influence on shopper behavior.
Results:
- Increased AOV: The AOV increased from $300 to $600, affirming that customers were engaging more with full-priced items.
- Stable Conversion Rates: The overall conversion rate remained unchanged, indicating that the navigation adjustment did not negatively affect purchase frequencies.
- Restored Revenue: The strategic adjustment successfully restored year-over-year revenue to the forecasted levels.
The strategic insights provided by Clickvoyant through Google Analytics were instrumental in identifying and rectifying the issues caused by the ‘SALE’ navigation. By shifting the focus to new and full-priced items, Mara Hoffman was able to reinforce its luxury brand positioning and enhance financial performance. This case study demonstrates Clickvoyant’s expertise in leveraging analytics to drive significant business improvements.
