U.S. Polo Assn.
Responsive Platform for Mobile Growth
Responsively and responsibly: How U.S. Polo Assn. saw its largest ecommerce sales day ever on Workarea
From the start, U.S. Polo Assn. recognized the need to make the most of responsive design—it’s far easier to maintain and keep up to date versus operating both a desktop and mobile site. Rightfully so, they didn’t want to manage multiple areas of assets for a separate site and QA a second site. To say U.S. Polo Assn. makes the most of mobile would be a gross understatement. With more than 60% of USPoloAssn.com’s traffic coming from mobile, the brand has been taking full advantage of mobile interactions for several years on our platform. U.S. Polo Assn. does more than adopt technology—they embrace it.
“Regardless of screen size or connectivity, we must provide an optimal experience to customers, and the Workarea platform allows us to achieve this.”
VP of E-Commerce at U.S. Polo Assn.
Biggest e-commerce sales day ever
Combining year-round mobile tests, the mobile-optimized user experience Workarea offers, and increased smartphone adoption by consumers, U.S. Polo Assn. saw its largest e-commerce sales day ever on Black Friday 2017 when sales increased 10% year over year, a figure their team set as the highest goal. Overall sales on Sunday, November 26th, were up 16% year over year.
U.S. Polo Assn. anticipated the mobile era to impact their customers and bottom line. “People are used to shopping online as their first choice rather than a second choice or their backup,” says Matt Debnar, VP of E-Commerce.
To keep up with the increase in mobile traffic and to ensure U.S. Polo Assn.'s mobile site loads fast enough for today's demanding shoppers, the Workarea team moved all its merchants to Amazon Web Services (AWS) in 2017. Today, all of the brand's site images are hosted on AWS, which is what Debnar attributes its improved web speed times to. The retailer’s average page download time decreased about 25% to 3.7 seconds across all devices and all pages on average Nov. 12-Dec. 9, 2017, from 5 seconds in the comparable period in 2016.
Mobile momentum continues
Debnar and his team are adamant about creating the very best customer experience whether or not a shopper's phone has lightning-fast connectivity or a large screen. By creating memorable mobile moments for shoppers, U.S. Polo Assn. saw these year-over-year wins:
Mobile orders jumped 60%.
Mobile conversion rate is up 25%.
Lower mobile bounce rates. Longer session duration.
Giving mobile shoppers more by listening
Embracing a mobile-first design philosophy, U.S. Polo Assn.’s team uses our simple drag and drop functionality to place content where their shoppers want it on mobile devices. It’s working—mobile conversions are up 25%.
Taking advantage of native responsive design on our mobile-first platform, the apparel company optimizes images for mobile to ensure customers see high quality product photos on the go. On each page load, their team’s content images automatically adapt to whatever device or screen the customer is on. The additional time to design for disparate consumer devices is re-allocated to whatever U.S. Polo Assn. chooses.
Meeting mobile customers' expectations
Once again reacting to learned customer behavior, site adjustments by U.S. Polo Assn. kept the header bar at the top of the page when scrolling on mobile. After this change, revenue from mobile quickly jumped 14%. An additional revenue bump came from making fast user experience improvements on Workarea. Category headers on mobile were retained on mobile, resulting in an increase in clicks.