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All-Clad

Streamlined checkout and reduced mobile friction points for a cookware giant.

Groupe SEB utilized CRO+ to increase conversion rates by 38.42%.

CLIENT

Groupe SEB

SERVICES

Conversion Rate Optimization (CRO+)
Customer Experience Strategy
Visual Design
UX Enhancements
Custom Development

PARTNERS

Adobe Commerce
Signifyd
Nosto
Dynamic Yield


SYSTEM INTEGRATIONS
AWARDS &
RECOGNITION

BACKGROUND

Groupe SEB is the world's largest manufacturer of cookware with revenue exceeding €8 billion. Notable brand names associated with Groupe SEB include All-Clad, IMUSA, Krups, Moulinex, Rowenta, Tefal and WMF Group.

In partnership with Corra, All-Clad used experimentation and personalization to optimize their checkout flow process for desktop and mobile users. While going through a site redesign, All-Clad activated testing and optimization programs simultaneously. The simultaneity of the redesign and optimization programs was a priority for All-Clad—with Corra’s expertise they were able to improve user experience and increase conversions 38.42% on desktop and mobile channels.

Together, Corra &

All-Clad

achieved:

+
-
1538
%
Return on Investment
+
-
38.42
%
Increase in Conversion Rate
+
-
11.09
%
Increase in Revenue Per User
+
-
SEE HOW WE DID IT

Challenge

Cooking With Gas

All-Clad approached Corra with three goals: increasing add-to-carts, creating a seamless purchase flow, and removing friction points during checkout.

To achieve this, Corra tested all aspects of the website: design, functionality, features, usability, product recommendations, and personalization. As the program matured, the website evolved to provide different segments and individual users the best possible version of the website.

Conversion Rate Optimization (CRO) was a new practice for All-Clad. Corra combined industry knowledge and best practices to help All-Clad use testing to optimize their website and grow their understanding of consumers. Testing was important for All-Clad to gain a better understanding of how cooking enthusiasts shop and to ensure customers could easily find the most relevant products for their culinary needs.

With help from Corra, All-Clad now understands how testing allows for the best possible experience for each and every user. They focused on two key optimization areas:

     • Streamline the purchase journey for desktop users—optimizing add to cart function
       and checkout flow process

     • Remove friction points during checkout for mobile users

Introducing the new all-clad.com

Solution

Streamlining The Customer Journey for Desktop Users

All-Clad’s first focus area was the checkout experience. Corra started optimizing the checkout process by conducting two experiments. The first was to test if a flyover notification when adding an item to cart would make a user more likely to purchase.

The goal of this flyover test was to increase revenue per user and better understand how to turn users who add items to their cart into purchasers of those items. In order to fully understand the best path forward, All-Clad ran two different variations against a control group. After running these variations, the flyover was the clear winner resulting in a 14.68% increase in conversions for desktop users. In the end, this created a more streamlined and profitable add to cart experience.

Tests proved that continuous flow checkouts yield higher revenue per user.

Solution

Corra is a tremendous partner for our D2C initiatives. They are not just a simple SI for our Adobe Commerce platform but also a very competent e-commerce consultancy. We are very satisfied with their service!

Yashar Nategh
VP, Sales, Groupe SEB

Results

Corra implemented testing and reviewed the results with All-Clad in a highly collaborative effort. Understanding how consumers shop is key to optimizing user experience and building a better relationship with those consumers. By creating a seamless online experience for both desktop and mobile users with a fly over add-to-cart feature and continuous single flow checkout functionality, we limited frustration and lowered the possibility of shoppers shopping elsewhere.

We will continue testing core aspects of the site, (such as design, page templates, and user experience) and will also tirelessly expand our consumer intelligence and personalization strategies to continue targeting and responding to the needs of All-Clad shoppers.

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