Estes Model Rockets
UX/Conversion Rate Optimization for Ecommerce Campaign
Position: In-house Creative Director & Brand Strategist
Conversion rate optimization (CRO) is crucial to the success of any digital marketing campaign and on-line business. While new digital marketing initiatives were driving a significant amount of traffic to the Estes website, there was only a 0.04% average conversion rate on the first campaigns launched in the fall of 2019.
With the holiday selling season quickly approaching, we did a thorough analysis via Google Analytics to help uncover at what point users were abandoning the funnel. By analyzing how potential customers were moving through the shopping funnel, a hard drop off point was uncovered during the check-out process as customers were abandoning the cart because they were not made aware of the full cost of the product once the required accessories to complete the purchase were added in. Example: an item promoted at a low price of $20 item could cost upwards of $75 – $100 with the necessary launch pad and accessories.
A new UI/UX redesign was developed that walked potential new customers through the buying process, educating them on all the up-front, one-time costs associated with a first-time launch of an Estes model rocket. This slight change helped skyrocket conversion rates from 0.04% to 8%, just in-time for the 2019 holiday selling season.
› eCommerce Campaign Design & Development
› Website Design & Development
› User Interface & User Experience
› Social Media Marketing
› Email Marketing
› Digital Design