Located in Shropshire, United Kingdom, TacTree is a UK based, worldwide retailer of tactical & military equipment and tactical medical supplies. They're also the UK's only 5.11 Select Premium Dealer which means they stock the largest range of 5.11 clothing, gear and equipment in the UK.
We were asked to create an updated design for TacTree's website, focusing on user experience and also ensuring that our design decisions were pragmatically informed by the site's analytics and other key metrics.
The brief
Designed to sit alongside its sister site, it was important that TacTree still had its own identity whilst retaining a strong connection with global medical distributor MedTree. As the UK’s leading supplier of tactical supplies and the sole 5.11 Select Premium Dealer, TacTree needed something special.
Our strategy
Following the redesign and migration to Magento 2, we needed to ensure the primarily B2C site’s mobile user experience was as simple as possible both on and off-screen.
After analysing the traffic to the site, the devices, user behaviour, and blur & memory tests, we were able to extensively improve the mobile user journey.
From updating button colours to ensure they stood out against the rest of the site, their sizes so they were the recommended sizes for touch inputs, repositioning key CTAs to bring them closer to the user’s touch, and various split testing options, we were able to make a series of recommendations to make the site easier to navigate and more enjoyable to order from.
After studying user behaviour, we also simplified the all-important checkout, removing unnecessary steps and adding improved labelling to help guide users throughout the process.
A user journey doesn’t end at the edge of the screen
The on-screen action wasn’t the only focus of our UX improvements. We also studied the full purchase and returns process for a user, analysing each step to give us a true understanding of what it was like to place an order and whether there were any roadblocks or issues throughout the checkout phase.
Additionally, we analysed the promptness of all email communications once an order was placed (order confirmation, order updates, delivery notifications, etc), and even the suitability of the packaging once the order arrived to ensure a positive user experience which was documented and recommendations made to improve the user journey. The additional testing was key to understanding issues faced by users and highlighting several areas for improvement on and off-screen.
Results
The redesign of TacTree's mobile user experience on Magento 2 focused on simplicity and efficiency, resulting in notable improvements in key metrics. Analysis of user behavior and tests led to adjustments in button colors, sizes, and CTAs, enhancing navigation and engagement. Simplified checkout and improved email communications and packaging further optimised the user journey, contributing to a 13% increase in users, an 8% increase in average order value, and a 12% increase in UK revenue year-over-year. These enhancements underscore the impact of attention to detail in elevating the overall user experience.
13%
Increase in users (YoY)
8%
Average order value up (YoY)
12%
UK revenue increases (YoY)
Let’s chat
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