Sitewide Campaign Updates: English Show Riding
Context & Goals
Brand Context:
Marketing & Product teams were looking to re-establish the brand as a destination for premium Show riding gear
While we offer men’s products, they are a very small part of the business and are therefore deprioritized by the brand
January through April are the key months for marketing and selling this collection
Goal:
Elevate our Show identity on site - switching focus from training to Show
Current Experiences
Dual-Gender Navigation Point
We had created a dedicated English Show navigation point that had sub sorts for coats, shirts, breeches, and boots; all these were dual gender. This navigation point was used primarily for marketing, homepage linking, etc and was not featured in the primary navigation paths for men & women.
Data on the top-level footwear & apparel sort:
Visits:
Associated Conversion Rate:
???:
Men’s & Women’s Navigation Points
On the apparel side, we had dedicated Show sorts for each gender that lived in the primary navigation paths, ex Women -> Clothing -> English Riding -> Show.
Data on the women’s show apparel sort:
Visits:
Associated Conversion Rate:
???:
On the footwear side, we had tall boot sorts for each gender, but not a true and dedicated sort for Show boots because the boots in these sorts would largely overlap.
Content on Existing Sorts
While the men’s and women’s pages all featured no content, the dual-gender sort had a sort banner at the top. An A/B test from earlier in the year showed that these banners decrease conversion rates on the pages, presumably because they force products down lower on phone screens.
Screenshots of the Experiences
All data is from 1/1/24-4/31/24.
Key Recommendations
Refocus our efforts on gendered navigation points.
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Continue to cross-promote our footwear and apparel products.
Marketing had expressed interest in continuing to highlight our head-to-toe product selections to our customers. In order to still do this within footwear-only and clothing-only sorts, I recommended that we put use inwall blocks to visually add links to the appropriate product sort.
Test manual merchandising against algorithm-driven merchandising.
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Update/add banners.
On the dual-gender page
Deck with visuals and detailed recommendations can be found here.
Meeting with Stakeholders and Next Steps
The ideas went over very well with everyone, and they expressed appreciation for our efforts in looking at the site wholistically,
Final Results
Give priority to apparel campaigns.
As marketing asked for many of their campaigns to include in-wall blocks, we began to give apparel campaigns more priority on site as we want to maximize the engagement this module gets.
Find opportunities to speak to seasonally relevant campaigns or other ways to speak to urgency.
While we typically run in-wall campaigns that align with larger marketing campaigns, we began to request them for key time frames as well. Examples are 4th of July to callout our patriotic styles and a pink boot inwall block when the Barbie movie was releasing in theaters.
We also asked marketing to find ways through imagery or copy to speak to evergreen campaigns with a seasonal focus.
More testing is needed.
While we have some customer data to help the direction of the in-wall blocks, more studies are needed to identify additional opportunities.