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’s the Quality of Your Quality Assurance Program?

You hired a great software development team. They’re smart, fast, and have developed products that should leave the competition in the dust. But, lately, you’ve noticed a nagging trend. Revisions and bug fixes are starting to pop up with greater frequency. Projects are running behind schedule and over budget. Now, every time you hit the release button you say a silent prayer that the last code updates have not injected new defects.

Eventually, the original excitement that came as a result of being perceived as a market leader begins to erode, replaced by bad customer reviews and a rapidly demoralized team. 

Your Problem? Lack of Quality Assurance (QA)

QA is all too often treated like a red-headed stepchild when, in reality, it’s one of the most important steps in the software development process. It’s also one of the most misunderstood. Here are some of the more common QA issues that, if left unresolved can have devastating effects on your bottom line. 

The Wrong People May Be “Testing”

There is a misconception that anyone can test. It’s often delegated to developers, business analysts, product owners, stakeholders, and even end-users. Investing a lot of money into a product but not investing in the process to ensure its quality doesn’t make much sense. 

No matter how talented and experienced programmers are, it’s simply not possible for them to test their own logic without encountering “implementation bias.” The goal of a developer should be focusing on innovation, creativity, and writing code to solve user objectives. It’s not to run endless test scenarios. 

Enter the Software Quality Assurance Analyst

In contrast, the job of a dedicated Quality Assurance Analyst is to verify, validate, and explore the system to predict and prevent technical risks. Armed with that analysis, stakeholders can then make informed decisions. Quality Assurance Analysts conduct static requirements analysis, functional, integration, system, end-to-end, performance, stress, load, compatibility, and exploratory testing at all layers and environments of the software product. Analysts create testing documentation and detailed bug reports to ensure not a single defect is left unaddressed. 

The QA Practice is Not Fully Integrated into the Development Process

If your team is using the classic Waterfall methodology—where testing follows when code is fully written—then you’re creating an environment where QA is at an inherent disadvantage. Consequently, your time to market will increase as defects that could have been prevented in the earliest stages of the software development life cycle (SDLC) are left unidentified. And all too often, when a project is “completed” and testing is the bottleneck, code is pushed prematurely as business pressures mount to launch.

QA & Agile—A Match Made in Software Heaven

Adopting the Agile methodology brings more flexibility to the development process best captured by the mantra of “Test early, test often, test together.” Rather than viewed as adversarial elements, Agile brings Development and QA together working in close collaboration uniting team members around a common goal: create and deliver high-quality products on time and within budget. The role of QA is significantly advanced in an Agile team. Within Agile, testing is not considered a step in the process, it is the essence of the process. It should be built into the product from day one!

It’s Not Easy to Hire the Right Quality Assurance Analyst

While a Quality Assurance Analyst needs to possess such classic skill sets as test planning and execution, defect management, the role of a QA Analyst has changed. Equally important are:

  • Critical  thinking, mental agility, and creativity
  • Understanding end-user needs help deliver business value, improve software quality, and increase delivery velocity. 

Today, being a QA Analyst means being a quality advocate who spreads the culture of quality across development teams using the language of programmers. 

Automate Your Testing 

Regression test cycle has grown to the point that manual testing takes too much time and a regression test suite is hard to maintain. This is why you should automate routine testing. By doing so, you’ll be able to quickly provide development teams with critical feedback, reduce time to market, improve product quality, and reduce overall costs. Automated testing provides you with the luxury of running enough exploratory, usability, and acceptance testing against the latest builds, searching for unusual or unexpected behavior of the system. 

There are multiple approaches and tools, both open source and paid that you can use to automate your testing. But, it’s worth noting that choosing a tool is just the beginning of the process. You also need the right strategy and the right resources to administer the process. 

Some Questions You Should Be Asking Yourself

  • Are you satisfied with the quality of your software?
  • Does your company keep investing in technology development processes, but you still struggle with production defects?
  • Do your software engineers spend their time on testing rather than developing new features?
  • Does your HR/Recruiting department have expertise in hiring the right Quality Analyst for your company?
  • Is there a perception that testing is a bottleneck?
  • Would you like to scale your QA team?

If any of the above questions resonate with you, let’s talk!

PeakActivity can help raise the quality of your software product and software development process, achieving superior product quality standards while providing for an exceptional user experience. After an in-depth analysis of the product, requirements, development process, and stakeholders’ priorities our experts will:

  • Tailor a team of qualified professionals that perfectly fit your company’s needs and corporate culture.
  • Seamlessly embed our quality practice into the existing software development life cycle, making sure the development team feels comfortable and supported.
  • Develop a testing strategy that provides fast, efficient, and cost-effective end-to-end solutions. 

As a part of a development team, our Quality Engineers will:

  • Create company quality standards and guidelines.
  • Conduct all types of testing activities including usability, functional, integration, regression, performance, test automation, A/B testing, and more.
  • Provide static analysis of business requirements to identify unclear or missed requirements and prevent rework
  • Create and execute a regression testing suite, ensuring that the system is reliable and stable.
  • Provide automation of the testing process, utilizing up-to-date industry approaches and tools. 
  • Create test documentation, recordings of testing coverage, and test results.

Are you interested in elevating the quality of your Quality Assurance?

Fill out the form below or visit our Contact Us page.

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Top 10 (+1) Things to Expect From a Great Marketing Partnership

While you may understand the products and services that a technology and marketing company provides, what about things that are less tangible? Have you considered how a great partner should act? What a true 360º engagement looks like? Here’s a list of what to expect when you’re expecting a great technology and digital marketing partnership.

Expect to be Heard

A great partner should create an active-listening environment where you feel completely comfortable sharing your thoughts, objectives, and concerns, free of judgment or condescension. To be clear, your tech and marketing partner is expected to bring a clear point of view to the table based on knowledge of best practices and data revealed by analytics. Your voice, however, brings nuance and insights into your business objectives, particulars, and pain points, as well as those of your customer, thus completing the picture and making sure your project gets off on—and stays on—the right foot. 

Expect Transparency

Projects should be implemented in an iterative fashion. This will ensure that you’re well aware of the progress at any given time and will be afforded meaningful and regular opportunities to provide feedback. While that feedback won’t necessarily change the trajectory of the work in progress, it should be thoroughly and objectively considered and fairly discussed.

Expect True Partnership

Partners complete each other (yep, we’re not above paraphrasing movie quotes). Your partner should complement your organization. That means they should provide everything from leadership and strategic planning to tactical resources across the project. Your partner should fill the gaps in your knowledge, and be prepared to provide the resources and talent to provide 360 coverage and bring your project to successful completion.

Expect to Own Your Products

With the exception of licensed technology, you should expect to own your code. Should you decide to move to another partner, you should expect a smooth transition and transfer of knowledge and access to software and tools without the intervention of legal teams. 

Expect a Clear Post-Launch Path Forward

Delivering your initial product is just the first step. After your product launches, you should expect a partner to immediately and clearly articulate the next steps. Usually, that will start by building an implementation roadmap for fast followers—those items of importance that may not have made it into the minimum viable project (MVP) launch. From there, the sky’s the limit, but at the very least, a path to iterative improvement should be outlined.

Expect the Promotion of a Culture of Testing

Testing can represent a significant—and at times uncomfortable—shift for businesses. Your business initiatives may traditionally come in the form of directives from above or dictated by the loudest or most charismatic voices in the room. Breaking that pattern can be difficult. Testing is a great way to allow other voices to be heard, hypotheses to be presented, and the best data-driven solutions to rule the day and drive business success.

Expect a Range of Solutions Tailored to You

The world runs on relationships. Sometimes this is great. Other times, not so much. For example, your technology partner may have a preferred search vendor, but the pricing or functionality may not align with your specific requirements. Your partner should refrain from trying to shoehorn your needs into the wrong solution but should provide you with a number of options tailored to your needs.

Expect Right-Sized Tools and Services to Grow Your Business

Whether they can provide them or recommend someone who can, your partner should help you navigate the vast array of digital options available to you to grow your business after your initial engagement. For example, you’ve just relaunched your website, now how will you market it? Expect 360-degree solutions, or expect to under-leverage your investment.

Expect Your Partner to Speak Out of Turn

This may sound counterintuitive, but a partner who focuses on your business with blinders on does your business a disservice. Implementing search without discussing the state of the data is a miss. Running an email program without identifying underlying merchandising issues and shortcomings, is also a miss. Your partner should shine a light on your blind spots.

Expect Cross-Functional Coordination

If your partner is providing you with a range of services across multiple teams, expect those efforts to be clearly coordinated so that your product is consistent and efficiently run. 

Expect to Have Fun

Bringing your marketing solutions to life and growing your business is exciting stuff, and should be fun! Expect active, and enthusiastic engagement. Brainstorm, toss out crazy ideas, launch loon shots without fear. Your partner will lay out and test ideas, make them clickable before any expensive code is committed, run usability tests, iterate and improve and get a product in front of your customers that will delight them and enrich you!

Would you like to speak with us about a current marketing or technology challenge?

Fill out the form below or visit our About Us page for more information.

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