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Ariat.com Membership
Ariat.com wanted to move their e-commerce experience to include a membership option. The idea behind implementing a membership experience is to acquire as much information about our customers to be able to target them with marketing promotions and give them special benefits, in hopes we’ll be able to increase the lifetime value of our customers. Being that this is an extremely complex integration, I had to work closely with the Product Manager and IT development team to strategize how we can break up the work so we can successfully launch in time by the launch date.
What was I trying to solve?
Ariat was working on a retention strategy, and part of that strategy was to build out a membership experience
With the membership experience, customers would get benefits for signing up
Needed to make a site experience for signed in state and signed out state
Needed to make sure all touch points within the user journey were accounted for to encourage membership sign up
Clean up Sign In landing page to focus on membership vs. “sign in” and “order status” all being on the same page
Utilize the secondary header more efficiently to incorporate links for signed in customers and signed out customers for easier navigation
Modify wishlist experience to be “Save for Later” and elevate the points in which a customer can access their saved for later list
Note: Only signed in customers (members) would be allowed to have a saved for later list
The Saved for Later list would be accessible from the secondary navigation dropdown, My Account, and My Bag to make sure it’s top-of-mind for all customers
Measurement of success
Increased email signup by 25%
Increased customer retention by 78%.
Revenue attributed to members increased 400% in the first week compared to the previous week without membership implemented.
Functionality
Ability to have a signed out state of the website so it encourages the customer to sign up, create an account and enjoy the benefits of being an Ariat.com member
Ability to have a signed in state so the existing member is able to see their benefits and any rewards they have for their account
Need to be able to personalize the signed in state so our customer can have a targeted experience to what we know they want to see
Complete overhaul of the My Account and Communication Preferences pages
With the redesign of the sign in page (the previous experience had Order Status next to the area for the customer to sign in) the Order Status needed to be re-homed
Created a secondary header dropdown navigation with a signed in and signed out state
Signed in state incorporates important links for existing customers, like Order History, Saved for Later, and details regarding the customer’s membership
Signed Out state incorporates a link to the Sign In page, with easy access to join the Ariat membership, and a link to an Order Status overlay
Ability to scale the overall experience across the site to incorporate more touch-points and benefits as needed
Promo codes applicable to a customer’s account will be kept track of in the customer My Account section
If a customer has an unused promo code, the promo code will follow the customer throughout their shopping experience to encourage the customer to purchase and take advantage of their membership benefits
