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ARIAT.com
When I first started at Ariat.com, the business was beginning to adjust their business model, from focusing heavily on their wholesale and brick-and-mortar business, to really investing in the e-commerce business. I was the first User Experience designer to join the team, and since then, I’ve grown the team to include an additional user experience designer who reports directly into me, as well as successfully mentoring an intern over the summer.
My first year at Ariat brought a lot of change to the e-commerce business and strategy, which lead to an increase in overall conversion year-over-year by 67% for new visitors, 37.5% for returning visitors and decreasing checkout abandonment by 86.76%. Overall orders also increased year-over-year for returning customers by 109+%, new customer orders grew by over 54%, and the customer acquisition cost reduced from $65 per customer to $22 per customer. The site improvements included in the overall conversion increase were a redesign of site structure, PLP and filter template redesign, navigation updates which included a more visual menu, PDP redesign, My Bag redesign and CMS development.
Overall conversion was so positive, Ariat was able to reduce their marketing spend on acquisition and was able to save money by sending less traffic but have a higher conversion rate for customers that did visit the site.
