E-Commerce, Sport

Sports Direct

Accelerating their growth through optimisation and experimentation

Key Results

Over£32mannual attributable revenue gain

Over£1mdirect revenue attribution in the first 12 weeks

Delivery of user behaviour insights enhanced client’s voucher strategy

Logo

Challenge accepted.

As the user journeys had so far been largely unsegmented and the audience was relatively mass market, our approach was to identify a series of funnels and subsequent discrepancies, run a series of generic remote user testing with task completion exercises, start to segment audiences based on intent and value and then review analytical platforms to find where the immediate red flags were within the journey.   

This exercise alone saw us identify 100+ user problems, specific to five core themes. After prioritising those themes based on value and volume, our immediate areas for focus were around the purchase journey itself.

What did we do next?

We took the UX team at Sports Direct through our sprint workshop process which allows us to distil a series of answers to a very specific user problem. It goes something like this… identify a user problem, provide evidence, create a solution, prioritise and test an execution. 

We focused on testing hypotheses around:

  • 1

    Delivery expectation setting

  • 2

    Voucher code usage and clarity

  • 3

    Login journey for existing customers

The important bit…
The results

We have to give ourselves a pat on the back for this one. Sports Direct has been able to learn a lot more about their users and by generating a roadmap of experiments and improvements, our work has led to over £32m worth of annual attributable revenue gain.

Within the first 12 weeks, we could demonstrate over £1m worth of direct revenue attribution.

Key Results

Over£32m worth of annual attributable revenue gain

Over£1m direct revenue attribution within the first 12 weeks

User Conversion worked at pace and integrated really well with the teams and helped to galvanise the development pipeline. We learned a lot about our users in a short period of time and quickly generated a roadmap of experiments and direct improvements that are worth over £32m annually. Really impressive.

Thomas Tregelles

Group Head of eCommerce (Lifestyle)

David Lee
Working with User Conversion gives us objectivity and forces us to be more proactive
David LeeLead Product Owner
Amit Rajyaguru
£5m+ modelled optimisation revenue contribution in less than 12 months
Amit RajyagurueCommerce Manager
Adrian Hobson
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
Natalia Jablonka
The amount of detail and thoroughness they went into was spectacular
Natalia JablonkaHead of E-commerce
Martin Bell
Quick to turnaround both anything from small AB test and developments to significant data research and insight
Martin BellDirector of eCommerce
Perri Savage
They have lots of multi disciplinary skill sets meaning user problems are thoroughly thought through
Perri SavageSenior Digital Design and UX lead
Thomas Tregelles
User Conversion integrated with the team quickly and drove incremental value straight out of the gate
Thomas TregellesGroup Head of eCommerce
Phil Penny
Their consulting approach and data insights are second to none and ensure all our work is as meaningful and performant as possible
Phil PennyUser Experience Manager
David Lee
Working with User Conversion gives us objectivity and forces us to be more proactive
David LeeLead Product Owner
Amit Rajyaguru
£5m+ modelled optimisation revenue contribution in less than 12 months
Amit RajyagurueCommerce Manager
Adrian Hobson
The return we saw from one experiment alone was phenomenal
Adrian HobsonTrading Manager
Natalia Jablonka
The amount of detail and thoroughness they went into was spectacular
Natalia JablonkaHead of E-commerce
Martin Bell
Quick to turnaround both anything from small AB test and developments to significant data research and insight
Martin BellDirector of eCommerce
Perri Savage
They have lots of multi disciplinary skill sets meaning user problems are thoroughly thought through
Perri SavageSenior Digital Design and UX lead
Thomas Tregelles
User Conversion integrated with the team quickly and drove incremental value straight out of the gate
Thomas TregellesGroup Head of eCommerce
Phil Penny
Their consulting approach and data insights are second to none and ensure all our work is as meaningful and performant as possible
Phil PennyUser Experience Manager
Gareth Luck
Methodical in your approach and very detailed whilst drawing on experience from other businesses
Gareth LuckeCommerce Manager
Lauren Juster
8.7% overall commercial impact on revenue
Lauren JusterSales and Marketing Director
Julie Austin
They employ a workshop approach to coach and empower our internal teams
Julie AustinMarketing and Digital Director
Sharon Bradbury
Generated over £150k in lost revenue for us in just 90 days.
Sharon BradburyHead of eCommerce
Lauren Juster
If you’re ready to face up to what’s wrong on your website, get in touch with User Conversion.
Lauren JusterSales and Marketing Director
Jodie McCann
The structure really works. It brings together a variety of skill sets focused on a particular client
Jodie McCannSenior Digital Optimisation Manager
Rachel Shah
22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
Amanda Doron
With the help of User Conversion, we’ve adopted a testing mentality internally
Amanda DoronEcommerce & Trading Manager
Gareth Luck
Methodical in your approach and very detailed whilst drawing on experience from other businesses
Gareth LuckeCommerce Manager
Lauren Juster
8.7% overall commercial impact on revenue
Lauren JusterSales and Marketing Director
Julie Austin
They employ a workshop approach to coach and empower our internal teams
Julie AustinMarketing and Digital Director
Sharon Bradbury
Generated over £150k in lost revenue for us in just 90 days.
Sharon BradburyHead of eCommerce
Lauren Juster
If you’re ready to face up to what’s wrong on your website, get in touch with User Conversion.
Lauren JusterSales and Marketing Director
Jodie McCann
The structure really works. It brings together a variety of skill sets focused on a particular client
Jodie McCannSenior Digital Optimisation Manager
Rachel Shah
22% uplift in conversion rate within the first 6 months
Rachel ShahDigital Product Manager
Amanda Doron
With the help of User Conversion, we’ve adopted a testing mentality internally
Amanda DoronEcommerce & Trading Manager