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
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.
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)
Working with User Conversion gives us objectivity and forces us to be more proactive
£5m+ modelled optimisation revenue contribution in less than 12 months
The return we saw from one experiment alone was phenomenal
The amount of detail and thoroughness they went into was spectacular
Quick to turnaround both anything from small AB test and developments to significant data research and insight
They have lots of multi disciplinary skill sets meaning user problems are thoroughly thought through
User Conversion integrated with the team quickly and drove incremental value straight out of the gate
Their consulting approach and data insights are second to none and ensure all our work is as meaningful and performant as possible
Working with User Conversion gives us objectivity and forces us to be more proactive
£5m+ modelled optimisation revenue contribution in less than 12 months
The return we saw from one experiment alone was phenomenal
The amount of detail and thoroughness they went into was spectacular
Quick to turnaround both anything from small AB test and developments to significant data research and insight
They have lots of multi disciplinary skill sets meaning user problems are thoroughly thought through
User Conversion integrated with the team quickly and drove incremental value straight out of the gate
Their consulting approach and data insights are second to none and ensure all our work is as meaningful and performant as possible
Methodical in your approach and very detailed whilst drawing on experience from other businesses
8.7% overall commercial impact on revenue
They employ a workshop approach to coach and empower our internal teams
Generated over £150k in lost revenue for us in just 90 days.
If you’re ready to face up to what’s wrong on your website, get in touch with User Conversion.
The structure really works. It brings together a variety of skill sets focused on a particular client
22% uplift in conversion rate within the first 6 months
With the help of User Conversion, we’ve adopted a testing mentality internally
Methodical in your approach and very detailed whilst drawing on experience from other businesses
8.7% overall commercial impact on revenue
They employ a workshop approach to coach and empower our internal teams
Generated over £150k in lost revenue for us in just 90 days.
If you’re ready to face up to what’s wrong on your website, get in touch with User Conversion.
The structure really works. It brings together a variety of skill sets focused on a particular client
22% uplift in conversion rate within the first 6 months
With the help of User Conversion, we’ve adopted a testing mentality internally