Estudo de caso de e-commerce · 3 min de leitura
How LeMieux Boosted Mobile ARPU by 9%
Connecting user intent with analytics to fix navigation friction and increase revenue.
+9%
ARPU mobile
Increased average revenue per user through friction-free discovery.
+54%
Engajamento do Protetor de Sela
Elevated core category views by consolidating fragmented menus.
+31%
“New” Range CVR
Boosted conversions by standardizing seasonal subcategories.
+380%
Engajamento de Recurso
Increased interactive tool usage (Toy Pony Builder) via intuitive placement.
-6%
Time to PDP
Accelerated path to product detail pages on mobile.
O desafio
LeMieux possessed robust quantitative data, including pageviews, drop-off rates, and conversion funnels, but lacked qualitative context. The team knew where users were leaving the site, but had no visibility into why. Without knowing user intent, optimization decisions were driven by internal assumptions and opinions rather than evidence.
- Cluttered Navigation: As the product catalog expanded, the top menu grew organically without being structured around user intent, creating severe cognitive overload.
- Discoverability Mismatch: High-selling product categories underperformed in navigation engagement because they were poorly labeled or placed in unexpected locations.
- Insider Language Friction: An increasing number of non-equestrian shoppers buying gifts struggled to navigate due to niche industry jargon and complex store structures.
Principal aprendizado
Restructuring navigation around observed user intent instead of internal shorthand lifted mobile revenue per user and category engagement.
Por que Userfeel?
- Fast, Targeted Insights: Session recordings returned within hours to a single day, feeding directly into live development sprints.
- Flexibility: Avoided annual contracts and lengthy procurement delays, allowing the team to buy sessions as needed.
- Dual-Panel Testing: Tested existing brand loyalists alongside new-to-brand shoppers to separate domain familiarity from true usability flaws.
- Long-Term Workflow Transformation: Exposed internal blind spots, eliminated opinion-based debates, and gave the team confidence to anchor site changes in observed intent.
O Processo de Teste
To evaluate catalog findability, LeMieux ran a Userfeel test asking users to find a women’s green coat.
- Seasonal Shorthand Confuses New Users: New-to-brand shoppers clicked homepage banners marked “SS25” (Spring/Summer 2025), assuming those links contained the entire apparel catalog.
- Hidden Products: Because “SS25” contained only a seasonal subset, filtering for green inside that collection yielded zero results. Testers incorrectly concluded LeMieux did not sell green coats, despite green coats being widely available in the main catalog.
- Too Many Competing Routes: User session recordings showed that shoppers were not struggling because products were missing, but because the menu offered too many confusing paths to reach them.
Principais Resultados e Conclusões
LeMieux turned those observations into an intent-driven UX restructure:
- Restructured Homepage Entry Points: Replaced internal seasonal shorthand with clear, generic department routes (Women / Men / Children = All Clothing) and positioned seasonal collections as secondary refinements.
- Consolidated Product Categories: Merged scattered top-level links, such as saddle pads and horse rugs, into a single top-level “Horse” department to eliminate choice paralysis.
- Standardized Apparel Hierarchy: Organized clothing into clear departments with consistent “New” and “Collection” subcategories.
- Promoted High-Value Tools: Retained proven interactive features, such as Colour Collections and the Outfit Builder, in locations where users naturally looked for inspiration.
"O aumento em ARPU e engajamento de categoria significava que o custo da pesquisa se pagava rapidamente. As decisões agora estão ancoradas no comportamento observado."
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