CRO : Zoe & Morgan

Zoe & Morgan faced the challenge of understanding where to invest in content creation and eCommerce features. Survey results revealed that gifting constituted a significant portion of their sales, indicating a strong opportunity to enhance the online shopping experience for gift buyers.

To address this, we provided bespoke recommendations on enhancing the gifting feature site-wide, optimising the user journey for gift buyers to ensure a seamless and enjoyable process for selecting, customising, and purchasing gifts. Additionally, our data analysis highlighted the importance of improving the overall online shopping experience with beautiful, inclusive imagery and detailed product information. By investing in high-quality visuals and comprehensive product descriptions, we aimed to create a more engaging and informative platform, ultimately driving higher conversions and customer satisfaction.

Zoe & Morgan needed a deeper understanding of customer behaviours, including motivational drivers and friction points. Our analysis identified significant friction points, such as concerns about sizing accuracy, which deterred customers from purchasing online.

To address this issue, we recommended implementing detailed solutions to build customer confidence, reduce return rates, and enhance the overall shopping experience, which resulted in increased customer satisfaction and loyalty. We also identified primary motivational drivers, including the unique design and style of the products, as well as their quality materials and craftsmanship. By focusing on these aspects in marketing and product development, Zoe & Morgan can appeal to these core motivations, enhancing customer engagement and fostering brand loyalty.

Zoe & Morgan sought to deepen the connection between customers and the brand to foster advocacy and word-of-mouth growth.

Survey results confirmed a strong and positive relationship between customers and the brand, providing a solid foundation for exploring the nuances of the brand's narrative and its influence on the customer experience. We identified one key driver of brand connection; the brand's identity as a New Zealand family business, which is significantly different from other brands. Customers appreciate the personal touch and local heritage, feeling a sense of loyalty and pride in supporting a homegrown business. This unique positioning helps the brand stand out in a crowded market, fostering a deep emotional connection with customers and enhancing advocacy through word of mouth. Another crucial driver is the brand's reputation and values, which plays a significant role in driving repeat purchasing. Customers are attracted not only to the quality and craftsmanship of the products but also to the brand's commitment to ethical practices and sustainability. These values align with the customers' own beliefs, creating a strong bond and encouraging them to continue supporting the brand. Our insights informed recommendations around encouraging and fostering brand storytelling, thereby amplifying organic advocacy and word of mouth.