Case Study
Converse Channel Review
In Australia and New Zealand, Pattern helped Converse carry out an online channel review and recommended a roadmap for growth.
LOCATION
Australia & New Zealand
WHEN
2016
SIZE
800+ Stores in AU
COUNTRIES
2
Key Challenges
Converse is an American shoe company and is run under license in Australia and New Zealand by Conquest Sports (Aust) Pty Ltd. Conquest Sports approached Pattern as they were looking to supercharge the Converse online channel and accelerate its growth by bringing in external expertise to partner with their current team.
ACCELERATING GROWTH
- Converse wanted to increase their online channel growth.
INCREASING CONVERSION
- Converse wanted to increase the conversion on their online channels in ANZ.
PARTNERSHIP
Our Approach
Pattern undertook a Strategic Channel Review by analyzing all areas of the business that supported the online store to identify key opportunities. Several high priority changes were quickly identified as either gaps or opportunities to accelerate the channel. On the back of these findings a roadmap for change was delivered, which included a commercial plan outlining the financial and strategic benefits. Following this, Pattern worked on key projects that provided quick but strategically aligned wins to have a direct impact on the site’s KPIs. These included a responsive site redesign of key pages, performance tuning, and changes to the homepage and shopping cart. To help deliver these changes, a dedicated Trading Manager and Digital Designer were allocated to work alongside the existing team in an interim capacity.
Results
After taking on the top 10 changes of the channel review roadmap, converse.com.au experienced a 50% increase in revenue, as well as a 27% increase in conversion rate. “We were immediately impressed with Practicology’s professional approach as they guided us through the process—from the initial business audit through to delivery of key projects identified in the commercial plan. … We are thrilled to continue this partnership as our online business evolves.” – Jonathan Oates, Online Manager at Converse
REVENUE INCREASE
- Revenue increased by 50% after taking on the top 10 changes from our channel review roadmap.
CONVERSION RATE INCREASE
- Conversion rate increased 27% after taking on the top 10 changes from our channel review roadmap.
REVENUE INCREASE
50%
27%
Conversion Rate Increase
Roadmap
Online Growth
Key Projects
Redesign pages, performance tuning, etc.
50%
REVENUE INCREASE
27%
Conversion Rate Increase
Roadmap
Online Growth
Key Projects
Redesign pages, performance tuning, etc.
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