Our goal is to dramatically improve % of daily traffic that converts into a purchase. There are many parts of the product that we can improve to optimize this number. We will start with the landing page people see when they go to or are linked to www.everlane.com.
As Everlane's Product Manager, make a plan of attack to optimize the landing page(s). Identify key opportunities using the data below as well as qualitative observations about the nature of the website. Ignore mobile for the time being.
Make a plan of attack for optimizing the home page for conversion rate.
We are looking for something that you would present and propose when we are deciding the product roadmap for the next 5-8 weeks. This should be a plan that you can execute on with team of 2 engineers and a designer.
Please include the following:
- 2 fully specified experiments with a decision tree based on the results of possible outcomes
- A prioritized list of proposed experiments, features, and improvements
- What additional data do we need? What's the least expensive way to collect that data?
| Channel | % Traffic | % Bounce | Pages/Visit | Time | % Buy |
|---|---|---|---|---|---|
| Direct | 30% | 50% | 4.0 | 2:30 | 3.5% |
| FB Paid | 20% | 60% | 2.5 | 1:15 | 1.0% |
| Search | 15% | 40% | 4.5 | 3:00 | 4.0% |
| Press | 10% | 55% | 3.0 | 2:05 | 1.5% |
| 10% | 25% | 4.5 | 2:10 | 3.5% | |
| Social | 08% | 50% | 4.0 | 1:25 | 2.0% |
| Other | 08% | 40% | 3.0 | 1:40 | 3.0% |