Sock Shop get insights into how to improve conversions
Sock Shop, fondly remembered by most as a high street shop selling all sorts of socks & hosiery, has started selling its products exclusively online via www.sockshop.co.uk. The Sock Shop site is, therefore, a highly important channel for business for the company. Sock Shop wished to get feedback on how users search for products. They also wished to get feedback on the checkout process to try and increase conversion rates on the site. The outputs from this would feed into future developments of the site.
What We Did
We proposed testing with 3 testers making up Sock Shop’s target audience (fashion conscious men and women in their late 20s to late 40s) followed by a facilitated discussion of the issues and to agree actions.
In order to ensure buy-in to the research results, we felt it important that key Sock Shop staff gained a shared understanding of the issues by observing users on the site. By following this with a facilitated discussion, it would allow the observers to identify the key issues and agree actions in a single day.
A number of clear conclusions emerged from the research about the features that made product searching and buying easy for users. During the facilitated discussion, Sock Shop staff gained a shared understanding of these issues, and actions were identified that could be implemented.
Thank you for the excellent work you did for us – we found it extremely useful
Vimal Ruia – Sock Shop