E-commerce Case Study · 10 mins read
LeMieux: connecting analytics to real-user intent
LeMieux had strong data on what users were doing, but lacked the user intent behind it. Userfeel helped translate drop-offs into explainable friction.
"Userfeel's competitive pricing meant we could start immediately and buy sessions when we needed them."
+9%
Mobile ARPU
Higher order values
+54%
Saddle Pad Engagement
Simplified discovery
+31%
New Range CVR
Standardized hierarchy
+380%
Feature Engagement
Toy Pony Builder lift
The challenge
LeMieux had robust analytics, page views, and drop-off data, but the team still lacked confidence in why users were struggling and what to prioritize next.
What changed
Targeted tasks exposed navigation blind spots and discoverability mismatches. The team restructured homepage and navigation choices around how users actually interpreted the experience.
Key takeaway
LeMieux shifted from internal shorthand to data-backed user intent, producing measurable lifts across complex product discovery journeys.
Why Userfeel?
The Testing Process
LeMieux ran targeted tasks, such as asking testers to find a specific item (e.g., a women’s coat in green). This surfaced critical flaws in how seasonal collections were perceived by new-to-brand users.
Common test types:
Key Findings & Outcomes
The critical insight was that “Seasonal Shorthand” confuses new users. Testers assumed seasonal blocks contained all clothing, missing the full range. This led to a complete homepage and navigation restructure.
Final Thoughts
“The uplift in ARPU and category engagement meant the research cost paid for itself quickly. Decisions are now anchored in observed behavior.”
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