Growth in conversion, thanks to optimization of the One For All platform
One For All is the retail brand of Universal Electronics Inc., based in Santa Ana, California. Universal Electronics delivers innovative One For All TV accessories worldwide, including universal remote controls, TV wall brackets and TV antennas. With 13,000 European outlets and 400 million consumers who use their products every day, the company is one of the largest players in their market.
The previous version of the digital One For All platform consisted of a multi-domain webshop, where products could be purchased directly from the company. Unfortunately, this platform offered few possibilities for marketing and inspiration purposes. In addition, the platform, which was still running on an older version of Magento, needed an update to support security updates.
One For All was curious whether offering the products on its own platform would add value to the brand experience and sales. The sales of their own products demand a lot from One For All in terms of logistics and fulfillment.
A/B testing and results
In order to validate the earlier mentioned hypothesis, the project started with an A/B test on the platform running on Magento1. During the A/B test, two versions were shown: the first version only showed the 'Where to Buy' button, and the second version showed the ‘Where to Buy’ button but also the webshop of One For All. Surprisingly, the test results showed that the first version performed significantly better. One For All saw this effect directly in the sales data and therefore focused on the 'Where to Buy' functionality for the new platform.
Design and execution
The most important result of the strategy sessions was that the platform needed a good mix of inspiration and information. A UX researcher and UX designer from TRIMM and GriDD have designed the wireframes based on these results. The wireframes were brought to life by design agency Kern. After the design phase, TRIMM has technically upgraded the platform by adding new components to the Drupal CMS, giving the platform a commercial purpose and a multilingual function.
Recognition for the new platform
After the go-live of the project, One For All received a wonderful recognition for the platform: a MarCom Gold Award, in the category business to consumer. This award is presented annually to marketing and communication professionals who stand out with particularly creative achievements. 6500 participants from 17 different countries participate in this competition.
Winning the MarCom Gold Award is definitely a feather in our cap. It was a very large project utilizing multiple agencies. This award proves that we did the right thing for our customers. A big thanks to everybody involved!Bas Zwiers, Online & Digital Manager One For All