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Content marketing Research

Challenge
Unbeknownst to our team, Omnichannel had been building product how-to guides and tons of other content for generating SEO. The internal sentiment, however, was that this was just a keyword stuffer being built and designed by a single copywriter on a separate CMS in a dark corner of the site.

Action
Suhani Mehta and I hypothesized that there was far more potential for the content section of the site than was currently being leveraged. We decided to run some user tests to better understand user sentiment and look for opportunities.

Result
The sentiment from users was VERY positive. Based on user comments, the content pages clearly registered as a “delighter” in the Kano Model. We also found several opportunities for structure, design improvements and ideas for where and how to weave the content into the shopping journey. We shared our findings across the omnichannel teams and got a conversation started about taking the content pages more seriously, which led to more resources being put into these pages.

 

Method

User Testing
Unmoderated user testing with 12 football equipment purchase intenders (6 mobile, 6 desktop) of varying level of purchase experience.

We asked participants what information they wanted to know about the products they were buying, where they thought they would find it, and where they thought they would find a buying guide.

Findings

The Big “Aha!”
Participants didn’t understand what we meant by “buying guide”, so we tweaked the language a couple times, but with no luck. When we asked participants what they wanted to know about the product they intended to purchase, they mostly named things that can be found in a typical PDP, like rating, price, or specs. Users shop assuming that they will be able to “figure it out” but when they get to the PDP,   they have bigger questions about the specs and the product.

However, once participants found the content pages and the buying guides, they were excited (literally) about the information that was on offer and that it was all in one place. This told us that the content pages were not an expected feature yet, but were definitely appreciated, placing them in the “delighter” category – an opportunity for Academy to get ahead of the curve.

Other Findings

  • Overall design was lacking and inconsistent with the rest of the site
  • Pages were very text heavy and created excessive scrolling on mobile
  • After teaching users about product features, page sections did not lead users back to relevant products 
  • Entry points and content needs to be more cleanly woven into shopping journey

Results

Increased Internal Motivation
We shared our findings across the omnichannel teams and got a conversation started about taking the content pages more seriously, which led to more resources being put into these pages.

Support for Recommended Enhancements
We were able to inform the omnichannel team how best to approach entry point navigation and made suggestions for weaving content into the shopping journey. One content feature that participants particularly liked was the shopping list. We suggested adding the lists into the Add-to-cart Confirmation Modal when users add an item that’s on a list.  

There was enthusiastic support from management and the team for adding shopping lists to the Add-to-cart Confirmation Modal based on a user’s cart contents.