CRO Zoe & Morgan

Zoe & Morgan needed to know where content and feature investment would make a useful difference. The research explored buying motivations, sizing concerns and gifting journeys, as well as the reasons customers connected with the brand.

The project
Overdose delivered a conversion optimisation engagement for jewellery brand Zoe & Morgan, covering research, recommendations, execution and reporting.
The work identified opportunities to improve gifting throughout the site and address questions that could interrupt a purchase. It also examined the role of the brand's family-business identity, values and reputation in repeat purchasing and advocacy.
This is the dedicated CRO story. The separate Zoe & Morgan platform case study covers the Adobe Commerce migration and wider ongoing relationship.
Scope
- UX/UI & CRO
- Conversion Optimisation
- Data Integration & Augmentation
- Data Driven UX & UI
- Data
- CRO & Heuristic Evaluations
- Audit and Review

Platforms & integrations

The shared platform records behind this case study.

Integration

Platform

Adobe Commerce
Platform / integration

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Challenge
Strategic Investment in Content Creation & e
Commerce FeaturesUnderstanding where to invest in content creation and eCommerce features, particularly around gifting.
Solution
Provided bespoke recommendations on enhancing gifting feature site-wide, optimising the user journey for gift buyers.
Challenge
Understanding Customer Behaviours & Friction Points
Needed deeper understanding of customer behaviours including motivational drivers and friction points like sizing accuracy concerns.
Solution
Implemented detailed solutions to build customer confidence, reduce return rates, and enhance shopping experience.
Challenge
Enhancing Brand Connection & Advocacy
Sought to deepen connection between customers and brand to foster advocacy and word-of-mouth growth.
Solution
Identified key drivers of brand connection including NZ family business identity and brand values/reputation driving repeat purchasing.