The French group’s sales are mainly generated by the wholesale channel, with the support of over 30 direct stores and a presence on the main marketplaces, including Farfetch, Zalando and Tmall.
The collaboration between Rossignol and Storeis started in 2019 and involved different practices that work together on different aspects, from digital marketing to SEO.
Parallel to the site optimization project, the need to analyze the behavior of users during navigation has also evolved to make the site experience more engaging and improve the conversion rate (CR). For this reason, a UX project was launched with three main objectives:
The UX optimization project through User Testing began in May 2021, aiming to analyze how the different clusters of users utilize the site, what barriers they encounter and how to solve the identified critical issues.
To carry out this project, a well-defined roadmap was followed:
The key wins obtained were many, the most important can be summarized as follows: