Growth
$7.7M in incremental revenue from personalization and UGC at REI.com
The problem
REI customers needed to find the right gear at the right moment. Product discovery on the product detail page and the landing experiences had room to do more of the selling.
What I did
- Redesigned the product detail page with Digital Merchandising, shaping the content layout and organization and the imagery and product details.
- Introduced user-generated content, personalization, and comparison shopping through A/B testing to improve product discovery and customer decisions.
- Surfaced related products at key moments in the customer journey, using personalization and UGC.
- Owned the landing-experience roadmap with Engineering, Analytics, UX, Content, Marketing, and Digital Merchandising, and enabled go-to-market for campaigns including Opt Outside, Outside in 5, and the Anniversary Sale.
- Built the platform foundation. I guided the migration to a microsite architecture and led the enterprise-wide CMS platform migration, including content model definition and authoring documentation.
The results
- $7.7MIncremental annual revenue from personalization and user-generated content
- 3%Year-over-year lift in gross revenue, contributed through the product detail page work
- 24%Year-over-year improvement in bounce rate across REI.com
- 11%Year-over-year lift in content engagement
- $4MAnnual cost savings from the microsite architecture migration
- 2xAnderson Award nominee, a peer-nominated recognition (2019 and 2020 award years)
Why it worked
A test-and-learn approach let each change earn its place before it scaled, and the platform work underneath meant winning ideas could reach the whole site.