MetaGeek.com
Site Redesign and Ecommerce Optimization
Background
MetaGeek.com saw a decline in many of their eCommerce performance measures following a sitewide refresh in 2015. I worked with MetaGeek's in-house marketing team to identify the root cause of the issue, and to develop a plan to get conversion back on track. In addition, I built a live style guide based on their brand standards, which is currently in use throughout the company.
Conversion was significantly improved through a series of A/B tests, pricing optimization, and the introduction of a more modern and streamlined cart experience. Site updates also reduced the engineering and management overhead of the site, which previously relied on a collection of custom solutions for order fulfillment and inventory management.
My Role
Product Owner
Experience Designer
Outcomes
35%
improvement in conversion to cart
20%
improvement in conversion to sale
Funnel Analysis
Existing sales funnels were analyzed to identify bottlenecks in the experience and opportunities. In addition, the overall flow was evaluated against the Awareness Ladder model for conversion optimization, which accounts for a visitor’s knowledge of your business, and compels them to convert by offering them a solution or service to a specific problem that they need to solve.
Style Guide
At the start of the website redesign, I identified the need for consistent UI standards. A live style guide was built to enable teams without dedicated design resources to test content and iterate more quickly, while maintaining consistency across the site.
Responsive Design
MetaGeek.com was built using the responsive Bootstrap framework to provide a great experience at various screen resolutions.
Points-of-Sale
MetaGeek’s ecommerce experience was designed to support multiple points-of-sale. A streamlined sales funnel makes it easy for B2C customers to purchase directly from the website, while distributors and resellers can configure bulk orders from a simple online catalog. For customers who have questions about product selection or special pricing, access to sales support is always a click away.
Shopify Cart Experience
The website redesign included design and deployment of a new Shopify cart experience. Branded styling was used to match the look-and-feel of the main site. Shopify apps were utilized to handle inventory, license management, and fulfillment, without the need for custom-coded solutions.
