Project:
BURTON HOMEPAGE CONTENT
Identify and execute a data-driven homepage content optimization to improve hero banner revenue, site conversion rate, and product discoverability across Burton's North America DTC channel.
Scope:
I owned the analysis, hypothesis development, execution, and measurement of this optimization from end to end, working within existing platform constraints and without a formal A/B testing tool.
My Role:
Strategy & Approach
While reviewing page performance I noticed that the category navigation bubbles sitting below the homepage hero banner were generating significantly more revenue than the banner above them. I hypothesized that moving the bubbles higher would increase hero banner engagement, improve mobile navigation, and provide information on which categories customers were most interested in. Without a formal A/B testing tool, I timed the change to a period with minimal other variables on the site to keep the comparison as clean as possible.
Execution
I repositioned the category bubbles above the hero banner, configured the module for both desktop and mobile, and documented the test parameters and timeline before launch. After one week I pulled performance data across revenue, conversion rate, category page traffic, and scroll depth to measure impact.
Homepage hero banner revenue increased more than 500% within the first week of the change. Conversion rate increased across the site, traffic to the category pages featured in the bubbles rose, and scroll depth on the homepage improved. The results held over subsequent weeks.
