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In Dyson, digital experience team works closely with e-commerce and sales team to boost conversion rate and sales target. "Go-direct" is one of Dyson's missions in 2022, not only to regain control but also committed to provide the best experience to customers.
The reason behind this website enhancement is to improve HK market's basket progression rate and checkout completion rate. Ensuring our brand site - being the first touchpoint to potential users, to attain business goals and giving users a seamless buying experience.
1. Lengthy webpage with irrelevant clicks
2. Uncategorised trade up cards without clear labels
3. Low avg. time on page with high drop off
When comparing HK's basket progression rate with other markets, there is still room for improvement to reach the market average. In H3, our goal is to increase by 4-5% to have a higher lead within Asia.
Enhancements will be focused on the basket page, adding features to encourage potential buyers to proceed checkout page and complete the transaction.
HK's checkout completion rate is also not on par with other market averages. The goal for H3 is to attain a 2-3% increase for a better checkout experience.
The focus will be on the checkout page, ensuring an efficient purchase- and payment experience for customers.
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