ARNETTE
e-commerce
mobile
website
Creating a clearer picture
of who is ARNETTE,
what is it doing and which
are the values it inspire.
I have been involved in this project as part of the team and it has been done in close collaboration and under supervision of Luxottica
Challenge
The primary goal has been set as having an online space where brand can tell and describe the collections in greater depth and give the consumer a clearer picture of who is ARNETTE, what is ARNETTE doing and which are the values that inspire and guide ARNETTE.
Besides, driving users to the ARNETTE e-commerce website has been a key-point in the brand communication. Though, Landing Page Entrance Rate was unknown and needed to be monitored and regarding the target group’s age range, it was necessary to find a tailored strategy to keep a high rate. On the other hands, ARNETTE was encountering Low Conversion Rate. The reason wasn’t clear.
Research
and
Key Findings
Methods and Tools:
Google Analytics and Desk research
The website was facing a conversion rate of 1%.
Which was considered a low end for e-commerce and was concerning by the stockholders.
GA shows 28% entrance rates on landing pages.
Since Gen Z is typically digitally savvy and values sustainability, this rate is considered relatively low.
Gen z are over 40% out of all consumer shopping.
Gen Z are goal-oriented and don’t surf the web aimlessly. They might visit ecommerce websites jut in order to just build a wish lists.
73% of Gen Z have willing to pay up to 10% more for sustainability, and 56% might return or exchange a gift which is not sustainable!
82% of Gen Z trust a company more if it shows images of real customers in its advertising.
72% more likely to buy from a company that contributes to social causes.
Ideation
After sessions of brainstorming and design charette, we made a list of features, based on new ideas or competitors best practices.
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