From Navigation to Conversion: How WIRO Transformed Alpkit’s CX and increased AOV for eCommerce Success

Alpkit is a British outdoor equipment and clothing company that targets outdoor enthusiasts such as hikers, campers, cyclists, climbers and general outdoor adventurers. Known for offering affordable outdoor gear, Alpkit does not compromise on the quality of their equipment.

Before partnering with WIRO, Alpkit faced several challenges especially in mobile view, that hindered its business growth:

1. Corporate Website Design: The existing website was uninspiring, static, corporate and outdated that lacked user experience.
2. Mobile navigation: The mobile navigation was clunky, which led to decrease in add to cart rates.
3. Ineffective Above-the-Fold Space: The content above the fold on mobile was cluttered and unclear.
4. Poor Sign-Posting: Key actions, such as loyalty program registration and sale notifications, were poorly highlighted, which affected AOV.
5. Massive Performance Issues: Alpkit’s website faced significant performance challenges, particularly with slow page load times because of the presence of a video on the homepage.

1. UX Redesign for Navigation:

The existing design takes up a lot of space on a mobile screen leading to a cluttered and overwhelming user experience. To resolve this, we focused on creating a layout where content above the fold is clear and concise. WIRO redesigned Alpkit's site to be intuitive and mobile-optimised, particularly focusing on retail strategy for mobile users. Search icon was changed to an input field and brought to top for added visibility. Search helps customers when navigating Alpkit’s large product catalogue.

2. Mobile CRO Enhancements:

There are many crucial benefits like Improved user experience, increased conversions and revenue by implementing a CRO strategy for your mobile app or website. In addition to UX redesigning, we also implemented CRO improvements in mobile. We added extra spacing to increase hit area on mobile devices. This avoids unnecessary scrolling or confusion while adding items to their cart or accessing product details.

3. Boosting Conversions with A/B Testing:

A/B testing helps you improve your sales and lead generation by showing you which version of an    asset, such as a CTA button, or forms works better. We ran A/B tests, changing the term "Outlet" to "Sale" and styling it red, which significantly boosted user engagements.

4. Important Links Made Sticky:

To further enhance user navigation, WIRO made important the button “Add to basket” sticky at the bottom of the screen. By keeping these links in constant view, we minimised the chances of users missing out on valuable opportunities to engage with Alpkit’s offerings, ultimately leading to higher conversion rates and improved customer loyalty.

5. Wishlist Update:

The recent addition of a Wishlist feature to Alpkit’s website has introduced several useful functionalities, though there are still areas for improvement. The Wishlist allows users to add items, select various colours and sizes, and add products directly to their basket. Additionally, users can share their Wishlist with others, which is particularly handy for gift-giving seasons.

6. Modular Size Guide Functionality:

We designed a modular size guide functionality on Alpkit's website is to offer a tailored and flexible sizing experience for customers. It uses "Metro objects" for each product, allowing flexibility with different size tables for various brands. The system enables customers to input their measurements in either inches or centimetres, with automatic validation updates. After entering their details, the system recommends an appropriate size, showing progress along the size range. A height field with a slider for feet/inches or centimetres further personalises the experience, ensuring accurate and tailored sizing advice.

7. Enhanced Bike Builder:

We enhanced bike builder to guide customers, allowing them to build their dream bike through a guided flow.

The results of these strategic interventions were impressive since relaunching:

• The site  Overall Sessions CVR improved by +3% compared to the previous period (+10% year on year).
• Overall AOV, before and after relaunch overall AOV improved by +6% compared to the previous period.
• Avg time on site, before and after relaunch average time on site improved by +2.2% (or by 7 seconds).
• ATC (Add to Cart) rate, before and after relaunch overall Add to Cart rate improved by +20%.