200% revenue boost and 83% conversion lift with this approach
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:
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.
Users were pleased they were being included in the redesign effort and opt-ed in to join an advisory panel. Affinity Group’s developers were glad to get real-time feedback from the users directly. At the same time, we conducted a competitive usability analysis of features, functionality and assessed ‘ease of use’ of top competitor sites in order to determine usability requirements for the site.
We worked closely with the Camping World internal development team who were designing the site to steer them toward usability best practices and provided ad-hoc expert reviews to optimize search, log-in and vehicle details screen layouts. Experience Dynamics provided rapid mock-ups of content and page layouts. When iterations were complete, Experience Dynamics went back to the survey opt-in panel to ask them about alternative layouts for the home page, search pages and product detail page content and features. Again 70% response rates from the online surveys meant that strategic decisions about search functionality and results, for instance, were made quickly and with statistical significance.
Experience Dynamics helped us see how our users thought about our new design ideas and what areas of importance we needed to fix quickly. In three weeks, we saw a 33% jump in revenue on the site from the pricing analysis piece alone. A year later we saw a 200% increase in revenue. Beyond yes/no answers, we gained in-depth insight into what our customers thought about the new design, what content motivated them, and what was critical for purchase. – David Scifres, VP Internet Services, Affinity Group
Experience Dynamics wireframe concept.