About Oroton
Oroton is Australia’s oldest luxury fashion brand, founded in 1938. With online channels representing 30% of sales, the digital experience is a critical component of their business strategy.
The Challenge
Oroton’s team faced significant challenges in optimising their ecommerce experience:
Navigation Redesign Needs: The team desired to redesign their site navigation and other areas of their website, but their existing analytics tools lacked the data points needed to effectively drive these projects.
Checkout Errors: Errors preventing purchase were being reported within the checkout experience, but the team faced challenges replicating these errors and quantifying their impacts.
Limited Visibility: Without clear data on customer behaviour and error patterns, the team couldn’t prioritise fixes or understand the true cost of UX issues.
The Solution: Partnering with Insightech
Within the first month of implementation, Oroton leveraged Insightech’s comprehensive analytics platform to transform their understanding of customer behaviour:
Identified Preventable Errors Using Insightech’s funnels, session replay, and error report features, Oroton identified several preventable website errors and UX issues that were significantly impacting conversion rates within the checkout experience.
Quantified the Impact A single insight revealed preventable issues that were costing Oroton over $374,000 per annum in lost revenue within the checkout process alone.
Navigation Optimisation Oroton gained clear understanding of how customers were using their navigation menu. Armed with this data, they commenced an overhaul of the navigation bar, facilitating quicker and easier access for users to their desired pages.
The Results
The partnership with Insightech delivered immediate, measurable results:
- $374k+ in prevented lost revenue per annum from checkout improvements
- 15% improvement in add-to-cart rates following navigation and UX optimisations
- Immediately able to identify critical errors impacting conversions
- Data-driven navigation redesign based on actual customer behaviour patterns
Oroton continues to use Insightech to monitor their digital experience, identify opportunities for optimisation, and ensure their ecommerce channel delivers maximum value.
