Myer dress edit & spring racing carnival

On site search data showed that customers are actively seeking dresses on myer.com.au however conversion rate remains low (1.79%)

To combat this we decided to introduce a content hub tailored specific style and occassion dresses and improving product information and inspiration will enable customers to make purchase decisions easier during the research phase.

Challenge

Create a new category landing page featuring different occasion wear dresses and styles. Maximise traffic to the landing page via strategic placement on the Myer website, email marketing and social media campaigns.

solution

As shown in the above wireflow, tiles were created to drive traffic to the new edit. A tile was featured on the Myer homepage, in the women’s mega menu under “The Dress Edit” tiles added into the landing page itself for certain edits. The Women’s landing page linked out to this Dress Edit category landing page. Traffic was driven through awareness campaigns via email to certain list segments and via social media posts with links where applicable. 

outcome

A successful campaign was created to increase sales online which saw an increased conversion rate of 2.32%. Displaying shop by dress style tiles helped reduce “analysis paralysis” by filtering down the large availability of dresses available. An omnichannel approach was taken to create awareness to the new landing page with strategic placement on the Myer website, email campaigns and social channels.