Nik is a creative director, copywriter, and content strategist working in Seattle.
Scaling an outdoor clothing retailer’s e-commerce efforts
How can an adventure brand challenger reach its sales summit?
Eddie Bauer was in the process of creating a refresh for their main e-commerce site, and needed improved performance along with a slicker look. Their main concerns were a confusing information architecture, underperforming SEO, and frequently abandoned carts due to unclear UX design and writing. I took the role as a hybrid content strategist and copywriter on an agency team with UX designers and data analysts. Our goal was to increase engaged sessions by 30% over a year, along with improved sentiment on the site.
I started by designing simple usability tests to run with a panel on UserTesting, designed to locate where visitors found it difficult to figure out what to do next. I also analyzed the site using Google Analytics to discern the user journey and engagement. After that, I used SEMrush, an SEO tool, to find suboptimal pages and figure out semantically better keywords to include throughout the content. I combined my findings with other team members’ interviews with typical customers and built several options for new site structure that followed a more logical organization for the way customers were thinking about navigation. New mega menus were designed based on my recommendations, and product display pages, category pages, and Eddie Bauer’s rewards program pages were rearranged as well. I wrote copy for all new flows, using my SEO findings.
Upon launch and over the next 12 months, the website saw:
Check out some of my other favorite work.
