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.
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.
Mackage approached SplitBase to help guide them through the site redesign. They needed to know:
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.
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.
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