What do you do when you want to increase sales for a website during the busiest time of the year? You redesign the holiday’s landing page before Thanksgiving sales and see some great results.
- March 14, 2017
The vice president of digital marketing wanted to see a sales increase for the website during the holiday season. He charged my user interface team to work with the user experience team to research and redesign the holiday promotions landing page. We wanted increased time-on-site and overall sales numbers; our changes did not disappoint.
Project: UI / UX
Deliverable: Landing Page Redesign
Starting every project, I follow a few steps to ensure the best outcome. I reviewed the creative brief and asked as many questions as possible. The task was to increase the time spent on Holday’s sales pages and overall time on site. In previous years, Cabela’s would average around $24 million in online sales during Thanksgiving and Black Friday sales. Every minute a customer would be browsing on our site, the higher the completion rate. I was assigned to this project as a senior interactive art director with a trusted designer.
The UX team had been working on conducting surveys and interviews with customers. My team took the data and research provided by the UX team to create a new concept. In previous years, the holiday landing page held several deals at the top and had a large side navigation that included nearly 20 different subcategories. We landed on using a smaller sub-category navigation to help users identify desired purchase categories. The initial UI concept introduced the main idea of maintaining one page but changing out the products when the different categories were selected. Prior to this concept, there were close to 20 different pages with holiday deals which could easily be lost. Load time had also been a problem on days like Black Friday or Cyber Monday, so loading a single page with more options would keep the user on the site longer.
We also created some new versions of holiday magazine covers. The goal was to enhance the visual aesthetic to appeal to a younger audience and also put a focus on the products and their deals. Four different colors were used to represent the different weeks between Thanksgiving and Christmas. Cabela’s had traditionally used these differences to ensure content was updated on a weekly basis visually.
The UI and UX project was a success. After rounds of user testing, which included moderated interviews and eye-tracking tests, we saw an increase in category awareness and time on-site. We saw it increase thrice and nearly 20 percent in additional page visits. At the end of the holiday season, we also learned that Cabela’s online sales outperformed previous years. The following years continued to use this strategy, along with other refinements.