Refocusing the global homepage on first-time visitors
New visitors paid the bills, but the homepage was built for returning ones.
never got past the homepage
sales from new visitors, converting <0.5%
changes in the redesign
New visitors drove about 4 in 5 sales but converted at under 0.5%. Nearly half never got past the homepage.
The homepage was built for returning customers, and the redesign was about to start.
Researcher and workshop facilitator, working with the design team.
The workshop's opportunity areas directly shaped the redesign file, with four changes included.
Built for returning customers, paid for by new ones
The global brand was about to redesign its homepage. Before work started, the data was checked against who actually drove revenue.
New visitors drove most of the revenue but converted at under 0.5%. The homepage had to work for first-timers.
Data, benchmark, then a workshop with the designers
To show who reached each page and who drove revenue, so the redesign started from evidence.
To see what first-visit homepages do that this one didn't. Brands included Tiffany, Pandora, Blue Nile, Mejuri, Missoma and Warby Parker.
I brought the funnel data and benchmark to the designers and facilitated a session that turned them into prioritised opportunity areas, so the people who would design the fix owned the direction.
The data
Benchmark, themes, concepts
Gaps on the page, and four changes that made it in
The workshop's opportunity areas directly shaped the redesign file. Gaps I found on the brand's page: social proof, gifting entry points and visible rewards. Earrings and bracelets were top sellers, yet neither was featured.
Have a funnel that leaks?
Open to remote and hybrid roles, and contract projects.