Dune London mobile landing pages
April 2017
Dune London has grown by leaps and bounds over the last 20 years to more than 200 stores globally selling high-quality men’s and ladies' footwear. With more than 48% of all website views and a third of revenue originating from mobile devices each month their mobile site was in dire need of rejuvenation to maximise sales and meet their consumer’s expectations.
The problem:
The landing pages had a high bounce rate, were slow to load, had an outdated carousel whose secondary and tertiary slides weren’t getting much click through and the additional navigation was taking up precious real estate.
Objectives:
- Reduce the bounce rate
- Improve conversion
- Improve click-through to deeper pages
- Improve the consistency of styling and imagery in line with the future direction
- Improve legibility of text
- Where possible ensure elements are a reusable dimension to reduce the number of assets that need to be produced regularly across the site
My role:
As the lead designer on this project, I worked with our analytics team and a project manager, reporting directly to the Director of E-commerce.
The process:
Insights:
User testing showed our customers struggled to navigate the existing landing pages and felt they looked outdated. The accordion navigation was confusing and the carousel considered “distracting” and “irritating” with high click through on the first image and very little on tertiary imagery.
Considerations:
The entire site was built on a legacy custom content management system. Site load speed was sluggish and the landing pages all used carousels which compressed imagery to a point it was unsuitable for retina devices. The new design needed to be able to serve retina imagery quickly and be clean and easy to navigate. Limited resources meant the design would be A/B tested but we wouldn’t have the opportunity to do formal lab sessions with users and as such would have to rely on tracking data to highlight problem areas. An iterative process was agreed upon.
Outcome:
Multi-variant testing (MVT) was conducted with a 50% split of traffic to the new and old design with tracking implemented to observe click-through rates. After the first test we saw:
- 0.5% increase in mobile conversion in the first month
- Improving to 1% increase in mobile conversion in the first 3 months
- 2.03% increase in mobile revenue within 6 months
- Average order value increased by £5.32 within 6 months
- 6% improvement in mobile bounce rate in 3 months
- 18.7% increase in traffic to the mobile site in the first month
