Hunting for the Right Look

Holly Hunt engaged CourtAvenue as commerce and development consultants to assist in the redesign of their product detail pages, across product categories. The primary goal was to increase usability and thereby conversion for their customers who are primarily interior designers for residential and commercial spaces.

Because Drupal is open source software, it can be highly customized to meet almost any business need. In the case of Holly Hunt, this means integrating with several back-office platforms for product and commerce management. By using Drupal’s modular APIs to extend the system, these complex integrations are straightforward and allow the core platform to be maintained and upgraded while not requiring extensive rework of custom code.

CourtAvenue’s goals:

• Launch a new product detail page.

• Get product information front and center to the customer.

• Provide the ability to configure made to order items.

• Create a more user friendly and clear listing of made to order options.

• Integrate new product data to support revamped presentation.

Challenges: 

In order to strike the balance between luxury and functionality, it was crucial to create a visually appealing design that would showcase the high-end products while also ensuring that the website functioned seamlessly as an e-commerce platform. This required careful consideration of the user interface design language and overall user experience.

By creating a product detail page that addressed these challenges, the website could improve customer satisfaction and reduce the workload on the support team, ultimately leading to a more efficient and effective buying process.

CourtAvenue Solution:

CourtAvenue executed a comprehensive strategy to redesign their product detail page. The process started by reviewing customer feedback, conducting secondary research, and analyzing Holly Hunt competition to identify key areas of opportunity. 

To ensure the new design met all requirements, CourtAvenue worked closely with internal and external partners to conduct a thorough requirements analysis. Through gathering customer, business and technical requirements, the team determined the new structure and function of the product detail page. In conjunction, the business analysts and developers worked closely with business owners to understand data sources and integration points. Additionally, a content map was created to ensure that the page design would support a versatile product data set.

The development team mapped product data from the PIM (product information management) system and imported it into Drupal. The presentation was updated to conform with the new data structure, rebuilt complex product detail presentation code, and created a fully responsive new product detail page that adhered to the styling of the rest of the site.

As a result of this strategy, CourtAvenue successfully delivered a highly effective and visually appealing product detail page that met the needs of both the business and customers.

CourtAvenue approach:

• Led process of mapping product data from PIM system through import into Drupal.

• Mapped all presentation updates to new data structure and fully documented for development.

• Rebuilt complex product detail presentation code.

• Created fully responsive new PDP page build to conform with styling of the rest of site.

Outcome & Results

The analytics that preceded the project aimed to uncover key customer pain-points and identify inefficiencies in the digital commerce experience to guide strategy. These opportunity areas, strengthened by extensive research, would remain at the forefront of design and development throughout. 

Measuring the efficacy of PDP optimizations required the revisiting of original goals and net-new success parameters derived from the improvement strategy. CourtAvenue focused on performance metrics in 2 critical areas: engagement and information. 

For engagement, the restructured layout coincides with a +28% increase in Add to Cart clicks and a +220% increase in downloads to be leveraged by design consultants. By making information more easily accessible, Help Center visits decreased by -14%, leading to higher online satisfaction and reduced dependence on the company helpline. Jumps in Custom Order Request Information clicks (+41%) and Made to Order Options clicks (+290%) show that customer contacts have a more direct purpose and are reaching out ready for conversion processes. 

The nature of the luxury brand and its sales history requires expanded timeframes for major changes in conversion measures. However, from all available user behavior data, the PDP overhaul has significantly improved the user experience and reduced friction in the shopping journey.