Reimagining the Omni-Channel eCommerce Experience for Mor Furniture

Reimagining the Omni-Channel eCommerce Experience for Mor Furniture Get in touch
DREAM. DELIVER. ELEVATE.

Reimagining the Omni-Channel eCommerce Experience for Mor Furniture

Looking to build their online revenue channel, Mor Furniture turned to PeakActivity to transform its eCommerce fortunes from failing to fabulous.

 

STAGE 1: DREAM

The first order of business in the Dream Stage involved having candid conversations with stakeholders and employees, as well as listening to customer feedback. This gave us a comprehensive view of their customer journey and allowed us to identify, prioritize, and better understand which elements of the client’s website needed attention. At the same time, analysts began to evaluate data pertaining to conversion rates, site speed, bounce rate, and average order value. At the conclusion of this initial audit, PeakActivity identified the following as major site performance issues: 

• User Experience: The overall site was aesthetically and functionally dated and hadn’t been optimized since it was originally built years earlier. In particular, the homepage—the literal “first impression” of the brand—was heavy on imagery which brought load times to a crawl.

• Digital Strategy: While the client was actively running t.v. spots and had in-store signage, from a digital perspective there were serious gaps. Their website lacked marketing messaging, leaving it with little to no promotional value. Their email strategy was directionless, both in terms of messaging and cadence. However, before we could solve those problems and establish and implement a holistic digital strategy we needed to deal with basic site performance issues, like load times and conversion rate. We even recommended to the client that they pause all paid media until the site was where it needed to be from a functional perspective.

• Analytics: The client lacked the resources, both human and technological, to implement any meaningful degree of analytics, which prevented them from gathering learnings on the fly. When we considered just how flawed the user experience was a concerted effort to incorporate analytics into the site would have gone a long way to alleviating many of the chronic performance issues that we identified.

• Talent: The client simply did not have all of the appropriate people they needed in order to support all of the functions necessary to establish and sustain success in the eCommerce space.

After experiencing seven consecutive years of declining online revenue due to a lack of strategic focus and significant technological challenges, our California-based furniture client turned to PeakActivity to transform its eCommerce fortunes from failing to fabulous.

 

 

INITIAL RESULTS

-45%

Bounce Rate

 

+58%

Conversions rate

 

+283%

Sales from Email

 

+322%

Traffic from Email

 

Let's Connect

Reach out and let’s see how PeakActivity can help Dream, Deliver, and Elevate your business goals.

STAGE 2: DELIVER

As a result of conducting a thorough audit, sharing our learnings with the client, and creating a clearly-defined roadmap, the Deliver Stage is where we put our recommendations into action.

Redesigned User Experience: Created a highly intuitive, aesthetically pleasing user experience with seamless functionality at its core. The issues of inconsistent data and excessive use of imagery were fixed, creating a more logical, informative shopping experience. The checkout process was optimized to reduce cart abandonment and ensure a smooth purchase flow. These, as well as other UX fixes, ensured that the client now has a highly-effective eCommerce website that conveys a level of quality and adherence to today’s digital best practices.

Digital Marketing Strategy: PeakActivity implemented a number of marketing initiatives to drive potential customers to the newly reimagined website. First, we developed a brand style guide to ensure consistency of visuals and message across all communication channels, including web, store signage, and t.v. We also created photography best practices to better support all product details pages. And, we developed a comprehensive email plan built firmly upon strategic cadence and relevant campaign messaging.

Analytics: In addition to our initial site audit, we also conducted an analytics audit. As a result, we implemented a site-wide analytics tagging strategy which led to the development of a multi-faceted analytics dashboard, or “blueprint.”

This blueprint was deployed automatically every day and delivered to stakeholders, providing them with key metrics that allowed them to make informed business decisions. • Talent: We identified and assigned key eCommerce resources including some on-site that not only gave us the bandwidth to implement all of our recommendations but created an even deeper strategic partnership between ourselves and our client. The team included:

•  User Experience Specialist

•  Email Marketing Manager

•  Developer 

•  SEO Specialist

•  Analytics Specialist

•  Project Manager

“During our relationship with PeakActivity, we’ve seen steady YOY eCommerce growth. The eCommerce business for the company has grown upwards of 5x since we started our relationship in 2018. Not only has that growth been extremely helpful to the overall profitability of the company, we feel the residual effects in our brick and mortar stores now that customers can more easily research products and come in with a more informed idea of what they want.”

- Kate Bennet, VP Marketing & eCommerce
STAGE 3: ELEVATE

After incorporating our initial recommendations, and seeing such encouraging results, we shifted into the Elevate Stage of the engagement, explaining to our client that what we had done thus far was merely the first phase of optimizing their digital presence. And, that to create an even deeper online experience required a major technological shift. potential customers to the newly reimagined website. First, we developed a brand style guide to ensure consistency of visuals and message across all communication channels, including web, store signage, and t.v. We also created photography best practices to better support all product details pages. And, we developed a comprehensive email plan built firmly upon strategic cadence and relevant campaign messaging.

• eCommerce Replatforming: Moving the client’s website onto our “headless” eCommerce platform not only made for smoother, faster delivery, but it also provided an overall better experience than what more traditional eCommerce platforms could offer.

•  Associate Application: We are currently developing an application for in-store associates that would make for a more seamless digital experience. It would provide the associate with the ability to perform such in-store actions as filling and “cashing out” a cart, checking up-to-the-minute inventory, and scheduling deliveries.

•  Site Search: In order to drive more conversions we optimized their site search capability by making it much more user-friendly. 

INITIAL RESULTS

After implementing our multi-pronged launch of the “Cover-Up – Show Your Stripes” marketing campaign, we yielded the following results:

-45%

Bounce Rate

+58%

Conversion Rate

+283%

Sales from Email

+322%

Traffic from Email

Let’s Talk about Your eCommerce Strategy

Reach out and let’s see how PeakActivity can help Dream, Deliver, and Elevate your business goals

Read More

Reimagining the Omni-Channel eCommerce Experience for Mor Furniture

Reimagining the Omni-Channel eCommerce Experience for Mor Furniture Get in touch
DREAM. DELIVER. ELEVATE.

Looking to build their online revenue channel, Mor Furniture turned to PeakActivity to transform its eCommerce fortunes from failing to fabulous.

STAGE 1: DREAM

The first order of business in the Dream Stage involved having candid conversations with stakeholders and employees, as well as listening to customer feedback. This gave us a comprehensive view of their customer journey and allowed us to identify, prioritize, and better understand which elements of the client’s website needed attention. At the same time, analysts began to evaluate data pertaining to conversion rates, site speed, bounce rate, and average order value. At the conclusion of this initial audit, PeakActivity identified the following as major site performance issues:

  • User Experience: The overall site was aesthetically and functionally dated and hadn’t been optimized since it was originally built years earlier. In particular, the homepage—the literal “first impression” of the brand—was heavy on imagery which brought load times to a crawl. Inconsistent typography and data were rampant. The checkout function was bleeding customers. In short, the user experience was the antithesis of what a user experience should be.

Client: Mor Furniture

Services Provided:

  • User Experience & Design
  • Digital Strategy
  • Email Marketing Strategy
  • Analytics
  • Talent Deployment
  • eCommerce Strategy
  • Platform Integration
  • Digital Strategy: While the client was actively running t.v. spots and had in-store signage, from a digital perspective there were serious gaps. Their website lacked marketing messaging, leaving it with little to no promotional value. Their email strategy was directionless, both in terms of messaging and cadence. However, before we could solve those problems and establish and implement a holistic digital strategy we needed to deal with basic site performance issues, like load times and conversion rate. We even recommended to the client that they pause all paid media until the site was where it needed to be from a functional perspective.
  • Analytics: The client lacked the resources, both human and technological, to implement any meaningful degree of analytics, which prevented them from gathering learnings on the fly. When we considered just how flawed the user experience was a concerted effort to incorporate analytics into the site would have gone a long way to alleviating many of the chronic performance issues that we identified.
  • Talent: The client simply did not have all of the appropriate people they needed in order to support all of the functions necessary to establish and sustain success in the eCommerce space.

After sharing our conclusions with the client, we created a carefully-considered roadmap that would not only help guide our efforts in solving the most pressing of issues but allow us to position our client for online success well into the future.

Let's Connect

Reach out and let’s see how PeakActivity can help Dream, Deliver, and Elevate your business goals.

STAGE 2: DELIVER

As a result of conducting a thorough audit, sharing our learnings with the client, and creating a clearly-defined roadmap, the Deliver Stage is where we put our recommendations into action.

  • Redesigned User Experience: Created a highly intuitive, aesthetically pleasing user experience with seamless functionality at its core. The issues of inconsistent data and excessive use of imagery were fixed, creating a more logical, informative shopping experience. The checkout process was optimized to reduce cart abandonment and ensure a smooth purchase flow. These, as well as other UX fixes, ensured that the client now has a highly-effective eCommerce website that conveys a level of quality and adherence to today’s digital best practices. 
  • Digital Marketing Strategy: PeakActivity implemented a number of marketing initiatives to drive potential customers to the newly reimagined website. First, we developed a brand style guide to ensure consistency of visuals and message across all communication channels, including web, store signage, and T.V. We also created photography best practices to better support all product details pages. And, we developed a comprehensive email plan built firmly upon strategic cadence and relevant campaign messaging.
  • Analytics: In addition to our initial site audit, we also conducted an analytics audit. As a result, we implemented a site-wide analytics tagging strategy which led to the development of a multi-faceted analytics dashboard, or “blueprint.” This blueprint was deployed automatically every day and delivered to stakeholders, providing them with key metrics that allowed them to make informed business decisions.

Talent: We identified and assigned key eCommerce resources including some on-site that not only gave us the bandwidth to implement all of our recommendations but created an even deeper strategic partnership between ourselves and our client. The team included:

  • User Experience Specialist
  • Email Marketing Manager
  • Developer
  • SEO Specialist
  • Analytics Specialist
  • Project Manager

“During our relationship with PeakActivity, we’ve seen steady YOY eCommerce growth. The eCommerce business for the company has grown upwards of 5x since we started our relationship in 2018. Not only has that growth been extremely helpful to the overall profitability of the company, we feel the residual effects in our brick and mortar stores now that customers can more easily research products and come in with a more informed idea of what they want.”

- Kate Bennet, VP Marketing & eCommerce

INITIAL RESULTS

-45%

Bounce Rate

+58%

Conversion Rate

+283%

Sales from Email

+322%

Traffic from Email

STAGE 3: ELEVATE

After delivering positive initial results for the client, PeakActivity has started to identify additional growth opportunities for the client’s online business. With that in mind, the following initiatives have begun:

  • Digital Asset Manager (DAM) implementation: Created a centralized location for the client to store hundreds of images within RevCommerce.
  • Find-a-Course Enhancements: Optimizing the location module, enriching data to allow for increased findability, and overall aesthetic improvement.
  • Ongoing site UX Enhancements: Continue to identify and correct friction points in the customer journey.
  • Testing & Data Analysis: Continue to vigorously test and analyze data to identify other areas of the site that need to be improved.

Let’s Talk about Your eCommerce Strategy

Reach out and let’s see how PeakActivity can help Dream, Deliver, and Elevate your business goals

Read More

What is Machine Learning?

We have all seen movies set in a dystopian future where Artificial Intelligence (AI) has sinister intentions to overrun humanity. While the scenarios depicted in these films are often far-fetched, the fact of the matter is that the fundamental building blocks of such technology already exist. There is, however, no need for alarm. The world will not be taken over by AI any time soon. In fact, the term “Artificial Intelligence” is often misapplied. Artificial Intelligence is actually the overarching category encompassing such technologies as Machine Learning (ML). This exciting field offers enterprising businesses across every industry, from retail to healthcare, the ability to enhance customer experience with near-real-time feedback and deliver a higher level of conversion and brand affinity.

Machine Learning is an application of Artificial Intelligence that provides systems the ability to automatically learn and improve from experience without being explicitly programmed. In practice, Machine Learning focuses on the development of computer programs that can access data and use it to learn for themselves. 

Machine Learning allows businesses to provide a more personalized experience for their customers. As the system learns to study consumer habits, it provides eCommerce retailers the ability to analyze millions of interactions every day and ultimately target offers down to a single customer. 

Leveraging Machine Learning, digital marketers are able to create customizable user experience paths based on browsing habits, previous purchases, and aggregated user data. If you have ever been browsing your social media feeds and come across an advertisement for products that you have previously Googled, there’s a good chance you are experiencing ML at work. These targeted advertisements can be the fruits of Machine Learning’s labor, giving marketers the ability to predict the demand for specific products based on searches and forecasts from the data aggregated by Machine Learning. 

With the deployment of Machine Learning-driven marketing, businesses will need to further leverage their ML technology to ensure demand is met by sufficient supply. As demand inevitably increases, it is able to optimize the supply chain and order fulfillment using historical data ranging from orders to shipping and everything in between. It also offers the added benefit of refining key marketing messaging for “just-in-time” inventory management and purchasing based on product availability.

As it offers so much to gain, Machine Learning is sure to be a mainstay of successful businesses today and into the future. At PeakActivity, our Emerging Tech & Innovation team is developing and leveraging ML to provide added value to our clients. If you are interested in learning more on how PeakActivity can help you elevate your business with Machine Learning technology, fill out the contact form below.

Are you interested in elevating your business through the implementation of Machine Learning?

Fill out the form below or visit our Emerging Tech & Innovation page for more information.

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How PeakActivity Got an Aftermarket Auto Parts Manufacturer Back in the D2C Race

How PeakActivity Got an Aftermarket Auto Parts Manufacturer Back in the D2C Race Get in touch
DREAM. DELIVER. ELEVATE.

A year after implementing an agency redesign, our client saw a precipitous decline in site conversion revenue. PeakActivity was called in to get them back in the race.

STAGE 1: DREAM

To begin the Dream stage we performed a User Experience (UX) audit and an analytics audit to dive deeper into the challenges they were facing. An array of problems were uncovered, most notably the following:

  • Checkout: Issues related to checkout causing customers to abandon at higher than expected rates
  • Search: Poor guided-search implementations and confusing search results displays that negatively impacted product fundability
  • Design: Design-over-function issues created visual confusion for customers resulting in increased bounce rates
  • Site Speed: Overall site speed issues, with page load times running in excess of 6 seconds
  • Site Analytics: Gaps in data made for incomplete or problematic reporting
  • Business Processes & Communication: Multi-agency engagements across teams led to breakdowns in communications
A series of Collaborative Visioning sessions yielded a Phase 1 Roadmap along with wireframes and comps to begin correcting these issues. They established the nature and cadence of the agile implementation and clearly defined expectations for the client. The sessions were also a springboard to dream beyond the immediate need, and to start to imagine the future of their online presence.

Client: Automotive Parts Manufacturer

Services Provided:

• Technology & Engineering
• Analytics
• User Experience & Design
• Platform Integration
• Graphic Design
• Email Strategy & Implementation
• Social Media & Social Commerce

Let's Connect

Reach out and let’s see how PeakActivity can help Dream, Deliver, and Elevate your business goals.

STAGE 2: DELIVER

With the Roadmap pointing the way, the PeakActivity UX team socialized clickable prototypes of key user flows to get directional feedback to help guide the technical implementation. The areas of the site addressed in Phase 1 were:

  • Checkout: Critical flaws and inconsistencies in checkout were remedied, thereby growing conversions
  • Header | Search (parts configurator) Redesign: Parts configurator was decoupled from header allowing each to function optimally
  • Category landing pages: A page structure heavy in graphics and high-level messaging was re-designed allowing customers to more quickly get to product
  • Site Speed: By optimizing files and re-designing pages, site speed was enhanced
  • Site Analytics: PeakActivity implemented A/B Testing programs, which worked to enhance customer experience and cultivate brand loyalty
  • Business Processes & Communication: PeakActivity began the process of unifying teams and processes, yielding greater efficiencies across the board
  • Search Engine Optimization: PeakActivity increased organic and paid search results by refining on-page SEO measures, creating unique landing pages, and improving search rankings.
  • Conversion Rate Optimization: PeakActivity analyzed the points at which customers were abandoning carts, then optimized site paths to improve conversion rates

“I’ve found Peak Activity to be on the leading edge of web development and design, analytics and social media. They’ve done amazing work with my client – an after-market automobile parts manufacturer – on both the eCommerce digital structure and with social media. I highly recommend them to anyone looking for top-drawer results with all things digital.”

- Scott Koerner, Chief Marketing Officer at Chief Outsiders

INITIAL RESULTS

Through this engagement, PeakActivity delivered results that drove increases across key metrics for our client in order to make them successful and achieve their professional goals.

12%

Website traffic up

29%

Conversion up

33%

Revenue up

45%

Transactions Up

82%

Sessions attributed from email

72%

Sessions from Social Media

INITIAL RESULTS

Through this engagement, PeakActivity delivered results that drove increases across key metrics for our client in order to make them successful and achieve their professional goals.

12%

Website traffic up

29%

Conversion up

33%

Revenue up

45%

Transactions up

82%

Sessions  attributed from email

72%

Sessions from Social Media

STAGE 3: ELEVATE

After delivering positive initial results, PeakActivity has continued to keep an eye on future growth opportunities for our client’s DTC business. To that end, the following initiatives have begun.

  • Email Program: Providing strategic direction, as well as marketing and design execution 
  • Social Media Marketing: Implementing programs and strategies to leverage the Company’s dynamic brand to engage their passionate user base.
  • Migration of site from legacy system to a modern eCommerce system: Moving from a sluggish, unwieldy eCommerce platform to highly-flexible way to build, optimize, connect, and manage their content, merchandising, and commerce for now and the future
  • Ongoing Site UX Enhancements: Continue to identify and correct friction points in the customer journey
  • Testing & Continue Improvement: Continue to identify and correct friction points in the customer journey, and enhancing the site UX accordingly

Request a User Experience Audit

Reach out and let’s see how PeakActivity can help Dream, Deliver and Elevate your business goals.

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