Last year’s website redesign produces mixed results.
Web site upgrades this year aim to provide quicker access to, and more information about, products.
Sports apparel manufacturer Under Armour spent a lot of time last year researching why customers come to UnderArmour.com. The goal was figuring out how it could better serve them. That analysis led to web site improvements this year aimed at providing quicker access to, and more information about, products. For instance, it added larger home page images fully modeled clothing photos complete with the model’s height, as well as videos describing and showing each garment’s fit. “Consumer feedback made it clear to us we needed to make it super easy to get closer to products,” says John Rogers, vice president and general manager, global e-commerce. One outcome was the launch of what Under Armour calls “hot spots” on product pages where shoppers can see other apparel compatible with the main image.
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