How We Helped Luxury Outerwear Brand Mackage Redesign Their Website for Growth
- Full-Site Testing & Optimization
- Data-Driven Website Redesign Guidance
- Consumer Insights & Extensive Usability Research
The Client
Mackage
Launched by Eran Elfassy and Elisa Dahan in 1999, Mackage has since become one of the most prestigious contemporary outerwear brands worldwide. With stores throughout Canada and the US, they sell internationally through their ecommerce store.
The Challenge
Redesigning the website for growth
Mackage has been investing heavily in growth over the past few years, and increasing their market share significantly. They went through a brand refresh and needed to redesign their desktop and mobile sites to update the look and improve the user experience.
Mackage’s director of ecommerce didn’t just want a website that would look great, he wanted to make sure that if they were going to invest in a new website, that the new site would perform better. He wanted a site that would lead to more adds to cart, more checkouts, and more revenue.
The Solution
Building a new website through usability and customer research
Mackage approached SplitBase to help guide them through the site redesign. They needed to know:
- Which elements of their website helped people convert, and which ones didn’t.
- What needed to be added to the new website.
- How to best structure product pages to maximize adds to cart.
- What the checkout flow should look like, and which features it should have to convert.
- And how to structure the new site for an optimal user experience.
During the 8 month process, we worked with the Mackage teams and other agencies involved in the redesign to conduct in-depth research of their website, the brand, and its customers.
It involved interviewing the staff of their NYC flagship store in SoHo, the ecommerce customer service leads, the customers themselves through polls, surveys and usability tests, in addition to other qualitative and quantitative research methodologies.
We needed to know what matters to customers when buying outerwear, how they compare products and brands, and what makes them tick.
We had to fully understand how site visitors navigated the website, where they got stuck, and what helped them convert.
Throughout the process, we ran A/B tests to experiment with various design options, and worked with their partner agencies to integrate all findings and recommendations into their final design.
In the end, Mackage’s new website was built from the ground-up using usability and customer data found during this process.
The Results
Checkout conversion rates increased by double digits
Upon launch, not only did Mackage enjoy a refreshed look, but the new website now provided a much cleaner user experience, fewer product-related questions from website visitors, and a double-digit increase of the checkout completion rate.
