Project
001
The Grand Ole Opry – Optimizing For Conversion
onfusing category names, ineffective marketing materials, not using the above the fold real estate effectively.
The Grand Ole Opry is one of America's longest-running on-air performances. The home of country music has
Problem
003
Blueprint had set up many manual processes to help plan moves that involved many different applications. How can we automate their process and provide an all-in-one solution for move coordination?
Outcome
004
I created a design system, lead a junior designer, delivered high fidelity mockups, worked with developers, interfaced with clients and delivered a software solution to improve their process.
Project Details
005
Rethinking the site architecture
ADD THE PROBLEMS & THAT EXISTED. Confusing category names, ineffective marketing materials, not using the above the fold real estate effectively. Improve overall site architecture and navigation to enable easier browsing and a more frictionless experience. TALK ABOUT GOALS.
Setting up Google Analytics to capture more granular data on how shoppers were using the website was a crucial jumping off point for this project. We wanted to be able to capture what elements users were interacting with and the top categories and products they were interested in. If you want to learn more about setting up your Google Analytics to capture data like this, I have a blog post about it.
After a few months of capturing data about how users were interacting with the site, I began to design new page layouts to better “enhance the customer shopping journey” RETHINK THE IDEA IN QUOTES This redesign involved putting the most popular categories and products front and center to the customer’s eyes.
The data told us that customers often know what they are looking for and that they did not care for promotional messaging. 78% of the time someone was shopping, they were either looking for a women’s or men’s t-shirt. Putting evergreen messaging that ressonates with the Grand Ole Opry and “Men and Women” buttons at the most popular landing page increased shopper conversion by 280% DOUBLE CHECK THESE METRICS.
WE HAD TO GET RID OF THE CONFUSING LINGO BY KEEPING THE NAVIGATION AND THE NAMING OF CATEGORIES SIMPLE AND EASIER TO UNDERSTAND.
The objectives were to:
- Improve overall site architecture and navigation to enable easier browsing and a more frictionless experience
- Dramatically improve SEO performance and content marketing opportunities
- Create a more user-friendly and more visual product story with improved navigation and consistent branding across the site
Performance Optimization
TALK ABOUT OPTIMIZING IMAGES, PAGES, AND OVERALL SITE PERFORMANCE. Good time to plug a blog post about how to use google web dev tools to do this.
Including the Opry Branding
No design systems, huge disconnect from opry.com, DISCUSS HOW YOU PLANNED TO BRIDGE THAT GAP
A Better Checkout Experience
ONCE AGAIN, REVIEW MURAT’S NOTES – removing distractions, this was not the time to try selling anymore. Keeps the user focused on the task.