Egg-cellent e-commerce for Fabergé

Oh yes! For us Brits, the Easter Spring break has finally arrived. Doesn’t it feel like we’re all coming out of a long dark winter? Time to spoil ourselves and indulge in some naughty and fabulous chocolate treats.

And speaking of fabulous egg shaped gifts – is anyone expecting something a little more special this year? A classic Fabergé egg on Easter day perhaps? When you think of jewel encrusted jewellery with an egg inspired design, there is only one icon – enter the premium world of Fabergé.

Loved by fashionistas, jewellery fans and collectors across the world, this exquisite brand has maintained its premier status for over 120 years. The current collection is inspired by the original jewelled Fabergé eggs designed by Peter Carl Fabergé. The most famous eggs were those made for the Russian Tsars Alexander III and Nicholas II. They were Easter gifts for their wives and mothers, called the ‘Imperial’ Fabergé collection.

So it was somewhat of an honour when Fabergé asked Somebody Digital to help enhance their customer’s e-commerce journey.

We had to unlock why their loyal customers were not following a seamless journey from website landing to check out. We wanted to explore what customers loved about the Fabergé site and where they getting a little lost.

Analysis

Using a range of tools including predictive eye tracking, scroll maps and click map tools, it became clear that the user journey from product page to shopping cart was just too challenging.

‘Add to basket’ was difficult for customers to find below the website fold and ‘click hotspot’ sharing detailed product features, suggested this content was something visitors would like to access more readily but it was too hidden

It was no surprise to find that Fabergé customers loved to explore the back story of each product and get really close to the depth of product details. This was evidently part of their valued online shopping experience. We had to help them get there more easily and enrich the page features for their arrival!

Results

We undertook a few simple but fundamental steps. By expanding the product specification section, we helped this page work harder. As well as enhancing the depth and visibility of these detailed product pages that customers love so much, we enabled them to move from exploration to check-out more easily. We implemented higher visibility for the ‘add to basket’ button so the journey became more seamless. We also designed a sticky CTA for mobile so it was easier for customers to flow from exploration to check out. As a result, we were able to drive 46% more customers to cart, resulting in an egg-cellent 79% increase in sales!

Let us enhance your e-commerce by booking a free consultation with our team.

A Happy Easter from us all at Somebody Digital!