Falls Digital was the thread of continuity that held this project together and made the aggressive timeline work. Working with so many third parties has proved challenging in the past, and honestly, gave me the most angst going into this project. Falls Digital heard this concern and from beginning to end, they anticipated my needs before I ever knew I had them. We could not have pulled this off without their digital expertise and superior project management skills."
The Step2 Company, LLC, the largest American manufacturer of preschool and toddler toys and the world’s largest rotational molder of plastics, requested Falls Digital’s help revamping their ecommerce website. We recommended the following solutions to achieve Step2’s online goals:
Falls Digital worked with Step2 to create and prioritize goals for the project.
Falls Digital’s strategy for Step2 focused on two primary areas: taking a mobile first approach to the website refresh and increasing decision opportunities.
Building a Mobile First Website
Prior to the website refresh, Step2’s mobile site was a separate website altogether, and the conversion rate on mobile was drastically lower than the desktop site.
Customers spend nearly 40% of their time on the internet using a mobile device, but this statistic is even greater for Step2’s customers at a whopping 50%. This data supported Falls Digital’s hypothesis that improving the customers’ mobile experience was critical for Step2 to capture all possible online sales through their website.
Falls Digital’s mobile first approach prioritized essential Step2 company- and product-specific content, but placed an extra focus on moving customers quickly, with as few clicks as possible, to decision pages. Costs were reduced by eliminating the need to manage and run a second website for mobile.
Increasing Decision Opportunities
In addition to creating a much-improved mobile experience for customers, Falls Digital researched funnel metrics for Step2.com and found decision page visits and cart entries were low for industry standards. Falls also conducted research on the optimal call-to-action placement for ecommerce websites and verified the findings with Step2’s website data. It became clear that the call-to-action buttons on Step2’s website were not place high enough on the page or were not prominent enough to stand out amongst other content on the page.
Falls Digital elevated the most important calls-to-action on the website, the “Add to Cart” buttons, to improve conversions.
Actionable mouse over quick views were added to all gallery page images to increase cart entry. Improved faceted navigation was implemented to all category pages, increasing product page views and resulting in higher cart entry.
With Falls Digital’s help, Step2.com increased funnel entry by over 110% and site conversion by 30%, putting Step2 on track to hit their annual sales goal. Mobile orders increased by over 75%.
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