During redevelopment of the Champion site, we realised exit and bounce rates were higher than the average for key categories. After a site-wide heuristic evaluation, it was clear the navigation required some attention.
• Alleviate the frictions to purchase for our shoppers
• Make the shopping journey easy and painless
• Showcase our product offering more effectively
All information in this case study is my own and does not necessarily reflect the views of Champion.
Research findings and insights
A qualitative card sorting exercise was organised with 6 participants that haven’t shopped on the site before. The group was asked to sort and group cards (that were based on a Champion product list) in a way that made sense to them. The group also renamed, moved and removed navigational items that didn’t make sense, or were over-categorised/repeated. This was performed on Mens and Womens categories.
After the logical order was decided, this was reverse engineered via a tree tested and lately given to a SEO specialist. Relabelling from the card sorting workshop were the renamed in line with top SEO keywords from street/activewear shoppers globally, and within Australia.