Improving mobile engagement with a new navigation system.

As our work on Lee’s eCommerce website continued after launch, it became clear that mobile traffic and website usage was increasing rapidly. As such, it was decided that we needed to find ways to improve the ease with which users could find key pages across the website.

What did RetroFuzz find?

Google Analytics data highlighted which pages customers on the website were visiting most regularly, and we used this information to identify which end to end customer journeys needed improvement.

What did RetroFuzz do?

Navigation is a critical piece of any website, so making any changes is a high stakes endeavour. We decided that this project was an ideal candidate for an A/B testing approach in order to properly assess the impact of the changes we made before rolling them out to the entire audience.

Since deep page scrolling was prevalent on mobile devices, it was our assertion that a sticky navigation would make navigation on the website simpler for users and increase engagement. Specifically, we expected to see more clicks and interaction overall with the header and navigation areas.

What was the outcome?

Following the A/B test, we found that clicks in the new sticky navigation were indeed higher overall. The new position of the country selector led to higher visibility and accessibility for the user, with all navigation items being clicked significantly more often in the test variant when compared to the existing live website.

What did RetroFuzz find?

Google Analytics data highlighted which pages customers on the website were visiting most regularly, and we used this information to identify which end to end customer journeys needed improvement.

What did RetroFuzz do?

Navigation is a critical piece of any website, so making any changes is a high stakes endeavour. We decided that this project was an ideal candidate for an A/B testing approach in order to properly assess the impact of the changes we made before rolling them out to the entire audience.

Since deep page scrolling was prevalent on mobile devices, it was our assertion that a sticky navigation would make navigation on the website simpler for users and increase engagement. Specifically, we expected to see more clicks and interaction overall with the header and navigation areas.

What was the outcome?

Following the A/B test, we found that clicks in the new sticky navigation were indeed higher overall. The new position of the country selector led to higher visibility and accessibility for the user, with all navigation items being clicked significantly more often in the test variant when compared to the existing live website.

As part of our ongoing relationship with iconic denim brand Wrangler we introduced ‘Born Ready’, a new pan-European digital platform and brand product offering, through responsive eCommerce and contextual omnichannel messaging.

The Born Ready platform brings to life Wrangler’s personality and philosophy – a commitment to creating innovative denim products that prepare you for adventure.The new ‘Ready Range’ launches product innovations such as Rain Ready and Cold Ready jeans to give everyday adventurers the freedom to transition seamlessly from work and city life to the great outdoors in style.

With the brand aiming to be category leaders in performance denim our goal was to clearly present their commitment to denim innovation and display new product offerings through a best-in-class digital experience.

Given that this is the first brand campaign in several years, we realised digital gave us the chance to speak on a local level to consumers that hadn’t been spoken to for some time.

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