The iconic Victorinox Swiss Army Knife dates back to a cutler’s workshop in 1884, where Karl Elsener had the revolutionary idea of manufacturing a compact knife with an array of practical functions. The Victorinox brand has since expanded into cutlery, tools, travel gear, watches, and fragrances. Just as their knife has evolved to meet modern customer demands, so too has their online shopping experience.
The Victorinox US team chose Corra to perform a user experience audit of their site and inform a new conversion rate optimization direction. They had been running CMS updates that weren’t moving the needle, so Corra conducted a comprehensive audit of their key features, pages, global elements, PLPs (product landing pages), checkout flow and more. Our unique approach integrated CX Design disciplines with Conversion Rate Optimization experts to create the perfect formula and roadmap of recommendations for Victorinox Swiss Army’s needs. It’s this collaboration between teams, integrating skillsets that enabled us to deliver such an impressive conversion lift.
Quality, functionality, innovation and iconic design have the highest priority at Victorinox, across all of their product categories. They needed a refined user experience to reflect this. After auditing their US site, Corra determined the checkout flow was contributing to a substantial drop off in conversions and that this area was a clear priority to focus on.
We leveraged our knowledge of best practices to test new approaches. Our strategists reviewed analytics and key metrics to compile a list of assumptions that were then validated through extensive testing.
A lot of times a site doesn’t need drastic changes to drive compelling results. For example, removing any elements that could distract the visitor from completing their purchase can make a considerable impact. Our CX designers use white space to guide users through the purchase path and drive attention to a desired focal point– the product and ‘add to cart’ button. You would expect that ‘quick add’ product recommendations during the checkout flow would increase AOV (average order value). But in this case, users were getting distracted, continuing to browse, and then falling off the site rather than completing their transaction. This finding isn’t applicable to every merchant’s site, that’s why testing and validating our hypothesis was important.
One of Corra’s hypothesis was that incorporating a duplicated checkout button into the design would drive more conversions. We also decreased the font and button size and hid the navigation in the shopping cart to prevent users from getting distracted by any paths that didn’t lead directly to checkout. These changes were all validated through Monetate’s AI technology. We delivered a 50/50 split test to all visitors and Monetate auto-optimized the experience based on the best-performing variant, which ultimately showed the new checkout UX to 100% of visitors. The result was a 12.5% lift in conversions.
Corra also designed an intuitive way to increase the quantity of an item in the cart. Now users can pick the quantity on the PDP (product description page) where you’d initially add to cart, rather than needing to adjust it in the shopping cart. This encourages visitors to purchase more than one quantity of a product (stock up on their favorite fragrance, etc). Adding this feature to the PDPs resulted in a 13.1% lift in add to cart clicks.
Corra recently introduced our Conversion Accelerator, a series of audits (CX, SEO, Site Speed, and Optimization) conducted in parallel, followed by actionable findings outlined in an Integrated Commerce Roadmap that summarizes your path forward. The accelerator is designed to increase conversions by at least 15% in 30 days (based on previous results from Corra’s clients) and is fully customizable to your specific requirements. Reach out to learn more.