Frigidaire

Brand page on Bestbuy.ca, 2018

Overview

Frigidaire wanted to refresh their brand page on bestbuy.ca with the aim of driving more sales. We recognized that their page was extremely long and contained content that was geared more towards marketing initiatives and proposed changes to optimize the page to bring in more organic traffic, and make navigation more efficient for users shopping for appliances.

We updated the page to give a brief introduction to each product category, call out some features and benefits, and provide customers with a direct link to the various sub-categories or product types. We also recognized that customers shopping for appliances are often shopping for an entire collection, and so worked with Frigidaire to call these out as well at the bottom of the page, linking to custom built product listing pages.

Contributions

  • Research
  • Wireframes
  • Digital Design
  • Front-end Development

Process

  • Worked with stakeholders to identify and gather requirements
  • Defined customer journey and what key content would be of interest to customers about Frigidaire products
  • Wireframed page layout
  • Sourced assets and created graphic elements
  • Proofs for Vendor approvals
  • Execute and deploy

Result

This page was designed for the legacy desktop site only.

Takeaways

  • Previously the page had a "Shop All" CTA high up in the hero banner which often resulted in a high exit rate and low time spent on page. We removed this CTA replacing it with navigation components in the relevant content sections, assisting customers in finding product categories and leading to increased clickthrough to specific categories further down on the page.
  • While organic traffic and internal navigation to these pages are relatively low, we did observe an increase in conversion rate for customers who visited.