November 30, 2012, 10:08 AM

UnderArmour.com: Research pays off

Web site upgrades this year aim to provide quicker access to, and more information about, products.

Lead Photo

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.

Purchase the 2013 Hot 100 Issue of Internet Retailer

View the entire 2013 Hot 100 List

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From The IR Blog

FPO

Cynthia Price / E-Commerce

4 tips for improving email marketing results

Every piece of data you collect can help you serve your audience exactly what they ...

FPO

Bart Mroz / E-Commerce

How smaller retailers can utilize data as effectively as Amazon

Smaller companies have more constraints, but once they set priorities can still benefit greatly from ...

Research Guides

Advertisement