drivebusiness

Improvements to the customer journey include the introduction of detailed search filters on all category pages, the addition of dropdown menus to aid navigation, a tidier product page layout to keep all key information above the fold and the newly launched ‘Shop the Look’, giving consumers a detailed style guide to the season trends. A further enhancement to the site was the introduction of the Feefo product rating tool, allowing shoppers to rate their purchases, as well as read detailed reviews from fellow consumers.
In addition to the developments on the Gant UK site, drivebusiness has reskinned the Rugger and Michael Bastian pages, giving each a bespoke style to reflect the new collections from these designers and promote the introduction of Michael Bastian’s new Women’s collection. A video about the Rugger brand has been added to further inform consumers about the designer’s collection.
A 'Quick checkout', was designed, which offers new customers the option of creating an account at the end of a purchase in order to simplify further purchases.
Design improvements to the checkout included a progress bar, a basket summary added to all the pages so customers are constantly aware of what they are buying, and a 'closed' checkout, with distractions such as brand campaigns removed in order to keep customers focused on completing a purchase.
For analytical purposes we added tidier URLs in the checkout process to improve the tracking of different stages.