Ferguson.com Storefront Homepage
About the Project
Ferguson Enterprises made a business desicision to allow guest customers to purchase products without having an account and create a storefront experience.
- The Opportunity
- Help new users on the Ferguson homepage find the products they need while keeping it easy for existing users to log in.
- Discovery
- I gathered and evaluated analytics on logged-in users to identify patterns in behavior that could inform the structure of the new homepage. I then reviewed past customer visit notes that spoke about product findability. Finally, looked at other ecomm experiences and Baymard for additional insight into home page patterns.
- Design
- Collaborated with Merchandising and Marketing to make sure design decisions were not conflicting with business needs. Some changes made included moving registration call-to-action towards the bottom, introducing a visual hierarchy to the page structure and bringing more focus to the hero area.
- Main Takeaways
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This was a design initiated project that provided an opportunity to set
OKRs that aligned with the larger omni-channel company initiative. The goal
was to set a baseline with this new experience and begin conducting A/B
tests to identify what changes could further increase conversion.
Since its launch, the goals I had set of 21% increase in conversion have been met but with it came the side effect of decrease in new registrations. This was a driver for building an acquisition strategy and bringing my research team to support the effort.
