The Story
Affinity Group's Camping World website needed to convert more visitors to new customers. Users needed to quickly understand the value of the site and how it worked.
The new site design needed to accommodate the following user experience objectives:
- Make searching for a vehicle on the Camping World website incredibly easy in order to strengthen the overall value proposition.
- Create an intuitive self-serve process (post and manage vehicle details).
- Increase the subjective satisfaction of the site with relation to search functionality, brand identity, pricing and ease of use.
- Increase understanding of the site's benefits for the 240,000 monthly visitors who were looking and leaving.
- Increase conversion rates by anything!
The Challenge
Affinity Group had two simple tasks it wanted users to perform on the website: search and consumer listing sales. In order for that to happen, users had to successfully interact with search features, validate search results, view vehicle details, explore service details and then sign-up. Since Affinity Group was redesigning its look and feel (including a new logo), it was imperative to include users in the early redesign stages to not only learn about their preferences, but also to build loyalty and awareness for the new site launch.
Using our powerful online survey, we launched interactive interviews utilizing "logic branching" to probe deeply in areas of interest. The survey asked users to vote on new logos, to describe ideal pricing structures and identify potential features, content and layout that would motivate them to purchase. In three days 750 opt-in responses were returned and results instantly delivered to the development team.