ebags: Evolving the Customer Experience to Support a New Strategy
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1 ebags: Evolving the Customer Experience to Support a New Strategy Scott Erdman, Chief Merchandising Officer Rachel Hazelwood, Director of Site Experience ebags Then ebags Now 1
2 ebags Then Founded in Denver in 1998 Survived 9/11 Survived lost a bit of focus: Direction Vision Brand UX suffered with lack of direction ebags Today Clear vision: The world s most revered travel goods expert dedicated to enhancing all life s journey s and adventures. Clear brand: The premier global destination for all travel related goods. Clear customer definition: Coop & Allie Urban Professionals 44% Sue & Tim Empty Nesters 32% Miranda Savvy Families 24% 2
3 ebags Today A clear strategy is critical to inform: Merchandise assortments Site experience Partnerships Content Merchandising: Evolution of Products to Support Strategy 3
4 Strategy & Data Informed Merchandise Selection New Direction Informed Merchandise Selection Apparel Footwear Sunglasses Audio Mobility & Power Wearables & Connected Tech ereaders Pet & Car Travel 4
5 Updated Site Experience: Page by Page Determine the Strategy Navigation and taxonomy Identify problem and steps to solution Maximize a personalized experience Curated, travel centric content expertise Quick, easy checkout 5
6 Updated Site Experience Navigation and taxonomy Navigation and Taxonomy What are we trying to solve? Customers visiting ebags.com can easily locate products of interest through navigation and linking strategy. Here are the major considerations when evaluating navigation: Information Architecture Discoverability & Findability Efficiency of Navigation 6
7 Strategy Toolkit: Assortment strategy and performance Google Analytics Event tracking Content groupings for page type metrics User/Usability Testing AB Testing AB Test: Control 7
8 AB Test: Variant AB Test Results 536,810 Unique Visitors 7 Days Running 95% STATISTICAL SIGNIFICANCE 8
9 Updated Site Experience Anatomy of the problem and solution Mission Critical Pages Analytics by page type 9
10 Mission Critical Pages Analytics by page type Traffic 0.71% 8.74% 1.77% 18.46% 28.86% 41.47% Traffic PDP Product List Page Home Cart/Checkout/GiftCard Search Results Other Mission Critical Pages Analytics by page type Traffic Bounce Rate 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Bounce Rate 10
11 Mission Critical Pages Analytics by page type Traffic Bounce Rate Conversion Rate 6.00% 5.00% 4.00% 3.00% 2.00% 1.00% 0.00% Conversion Rate Updated Site Experience Product Detail Page 11
12 Product Detail Page Analysis Eye Tracking Analysis 12
13 Product Detail Page Test #1 Completed Elements Existence Removing the excess elements from the PDP Categories: UX, Desktop & Mobile Product Detail Page Existence Test Results 99% STATISTICAL SIGNIFICANCE 13
14 Product Detail Page Test #2 In Progress Remove Duplicate Color Dropdown Categories: UX, Desktop & Mobile Product Detail Page Test #3 On Deck Add Sale Ribbon & Emphasize Price Categories: Pricing, Desktop & Mobile Sale 40% Off 14
15 Updated Site Experience Certona Personalized Experience Product Page Recommendation Containers Moved recommendation container above the fold to the right rail of the page Click Rate 49.2% Revenue 23% 15
16 Product Page Recommendation Containers Rule progression improvements: Display of similar items Better usage of browse/purchase history for recommendations Performance lift Click Rate 5.5% Conversion Rate 10% Revenue per Recommendation 5.5% Cart Preview Page Recommendation Containers Propose adding and moving recommendation container above the fold to the right rail of the page 16
17 Cart Preview Page Recommendation Containers Rule progression improvements: Better Cross Sell experience than before Selling more electronics and accessories to complement carted items Performance lift in Click Rate 15% Conversion Rate 11% Revenue per Recommendation 15% Backpack Product Finder Navigation and search through alternate ways of filtering by persona or lifestyle 17
18 Homepage Category Affinity Personalized content based on category browse/purchase history Example: Tech and related Tech sub categories Launching late Q3 Homepage Recommendation Container Better usage of browse/purchase history for recommendations and addition of View More Like This Launching late Q3 18
19 Content Strategy Travel Expertise and Partnerships Unique Selling Propositions Free shipping over $49 110% price guarantee Easy returns In house customer care interactions ebags Rewards program 19
20 Travel Expertise TripAdvisor Partnerships Contextual product merchandising Syndicated TripAdvisor Content Inspiration on where to EAT, PLAY, STAY 20
21 ebags Own Private Label Branded Product Expertise Stop Animation 21
22 Stop Animation Updated Site Experience Quick, Easy Checkout 22
23 Quick, Easy Checkout Quick, Easy Checkout 23
24 Quick, Easy Checkout Quick, Easy Checkout 24
25 Quick, Easy Checkout Quick, Easy Checkout 25
26 Post purchase feedback with Turn To Gives customers the opportunity to provide feedback on why they purchased Turn To comments appear on product pages Customer feedback beyond reviews on purchasing decisions 26
27 Turn To comments displayed on Pin boards Curated community comments by products, categories and brands The Future: The Connected Traveler 27
28 The Connected Traveler Luggage & Bag Locators Batteries & Power Mobile Applications Headphones Wearables Home Protection The Connected Traveler Initiative Aggressively pursue products within the category Help customer find and discover Build our own connect with our app B2B 28
29 Coming Soon The Connected Traveler Landing Page ebags Twyst Partnership ebags best selling professional laptop bag Twyst RFID technology Crowdsourced campaign on Kickstarter 29
30 Twyst ebags Partnership Coming Soon The ebags Exclusive Connected Luggage Tag 30
31 The ebags Exclusive Connected Luggage Tag Landing Page The Connected Luggage Tag 31
32 Questions? 20% off + Free Shipping over $49* Code: SHOPORG * Excluding Bose 32
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