UX TEAM RESULTS - DATA FROM SEARS & KMART
Leading a stellar team of 13 writers and editors, the content we create plays a big role in driving traffic and converting carts on desktop, mobile, tablet and apps for both the Sears and Kmart brands.
At this time, online sales for the Sears brand ranged between $2-10 million each day and averaged $1 billion annually.
MAJOR SITE
REDESIGNS
where content played a key role
Learned from Data
Continuously collected qualitative and quantitative data for use in A/B testing and optimization plans which led to improvements in:
- a +16% in product finding
- a +5% in Average Order Value
- a +8% in conversion
Responsive Redesign &
AEM Build
Led content for a responsive e-commerce redesign and migration to new Adobe Experience Manager (AEM) content management system. The design system included 24 unique templates and deployed over 3,000 pages.
– a +40% CTR to the product list and product detail pages
– a +70% search engine visibility through content optimization
- a +30% increase in digital brand engagement via seasonal holiday campaigns for Kmart
- a +60% in loyalty program enrollment & App daily downloads via Kmart spring mobile sweeps initiative for Super Bowl and the Oscars
PDP Redesign
Our product description page redesign was flexible enough to:
- serve 70 million products
- manifest 80 different pricing conditions
- show more than 220 features
Resulting in:
- 3.5 billion page views
- more than $2 billion in revenue and 10.5 million orders in its first year
Upsell was critical to our home appliance business. A new upsell module reported:
- more than 4.3% increase in AOV at 97% confidence level in an A/B test
Vertical Page Redesign
A content-forward redesign of our appliance vertical page to meet consumer expectations and align to the behavior found in click analytics showed:
- a +344% click action for promotional messages
- a +11% in scroll reach
- a -12.38% in bounce
- a -7% in exit rate
- a +3.8% add to cart within the home appliances business
A redesign of our women’s apparel category pages resulted in:
- a +4% TOF conversion
- a +9% decrease in exit rate
POP Redesign
While migrating to a new Angular stack, we redesigned the product options page to improve usability, better match the rest of the buy flow and seamlessly empower shoppers to choose the right add-on products and services for their purchase. The new design:
- a +4.5% in conversion
- a +3% in revenue per visit in year one
- Annually, this equates to $18 million incremental revenue and $3.8 million incremental margin
Mobile Checkout
A new mobile checkout flow drove:
- an 86% lift in protection agreement attachment rates (from 2.25% to 4.20%)
- an annualized +$1M revenue/margin for mobile
Plus, we delivered:
- A mIgration to Angular
- One Page Checkout
- And much more
and
THE EVERYDAY
CONTENT WORK
that improves UX
Program Messaging
- Personalized messaging on our homepage delivered a 3% higher click through rate and accounted for $200 million of $1 billion annually.
- Rebranded our store-based leasing program, including creating an online presence throughout the buy flow, resulting in $22.3M additional revenue within the first 10 months.
- Rebranded Protection Agreement program with new design and messaging, resulting in an 8% lift in attachment rates for desktop and 86% lift for mobile.
Homepages
33% of online traffic came through Sears desktop homepage. 41% of online traffic came through the Kmart desktop homepage.
- We delivered a new homepage for each brand 3-4 times a week, and 6-7 times during the holiday season.
- A content-forward Craftsman homepage design increased add-to-cart by 125% YOY compared to the previous homepage design. The modular format allowed for new content to be published on a rolling editorial calendar.
Testing showed that removing free delivery messaging on the homepage resulted in:
- a 3.56% increase in conversion
- increased revenue for 72% of business units
- Improved email open rates +17% and visits to the site +24% to forecast through testing of subject lines and messaging, netting 27.2M visits and $78M in sales annually for sears.com and 17.6M visits and $8.4M in sales annually for kmart.com.
CONTENT MARKETING
Users who hit our blog homepage in their shopping journey converted at a 44% higher rate and have a 40% higher average order value than those who do not.
SEO
Presence of SEO copy on our pages provided:
- an average 18% lift in visits
- a 15% increase in revenue
Product Content
A small, but mighty team of three delivered enrichment for 6,000+ items annually. Through effective content strategy and optimization and establishing new criteria to identify key products, content enrichment for our product descriptions provided:
- an average 23% lift in visits
- a +48% average lift in revenue seasonally
- a delta average revenue per item of +20%