2K Store
Ecommerce
I was part of a cross-functional team that created a strategy and suite of ecommerce products for 2K Games. We evaluated user behaviors and problems against 2K’s goals. Designing an online store in the video game industry is a complex process as many users purchase products from the stores associated with their platform. An Xbox can only access Microsoft's store for example. We had to think broader than just an online store. In the end, our strategy was to build sales funnels, not just web pages.
Users already deep into the Consideration phase of the buyer journey are funneled to the 2K Store where the user experience is molded to their needs. A dynamic product designed so users land on the correct product associated with their specifc sales funnel.
Individual Game Page
Research Document
Retail component
Users in the Awareness phase, or even some in the early Consideration phase, would be sent to landing pages tailored to different user segments. The heart of these landing pages was our retail component, which was built with a wide range of features to meet the needs of performance marketing. It can display descriptions and visuals for each edition, advertise sales and bonus offers, and include specific features for mobile and desktop.
Includes section
A cousin of the retail component is the Includes component. Built with an event listener so it's content changes to match the user's retail choices.
We conducted a variety of tests on the retail component in order to continuously learn and improve it. The results of these tests helped us identify and fix bugs, improve the performance of the component, and make it more user-friendly. Below is a test document which evaluated the placement of our sale banner.
Conclusion
Although the improved architecture and user experience of these e-commerce products contributed to increased conversions, it was the research and analysis of our sales funnel that had the greatest impact. Our overall conversion rate increased by 0.8% in the first year, and additional refinements in the second year resulted in an additional increase of 0.4%.