Easons
Originally founded in 1819 Eason has existed through some of the most exciting events in Irish history and has grown to become the main supplier in Ireland of books, newspapers and magazines.
The Challenge
Eason bookstores are ubiquitous on the Irish high street, but found themselves struggling to compete online.
Eason goals were to:
1. Define a strategy to work around existing technical debt while increasing conversions on a high traffic e-commerce platform.
2. Redesign key features that are under performing and leading to site abandonment.
3. Optimise for usability across key journeys.
4. Attract a wider customer demographic whilst growing its engagement.
The Solution
Leading the CX team at Made to Engage, we had joined forces with New Era in 2019 with the focus on a holistic customer-focused programme of work to increase conversion rates and customer engagement.
User Interface
Achieving dramatic results via by setting up a process of iterative change that is perfectly illustrated by Easons online improvements. The cross functional teams worked to completely overhaul key areas of Easons online presence:
Homepage & Category Navigation
- Homepage
- Category Taxonomy
- Main Navigation
- Intermediary Category Pages
On-Site Search
- Search Query Types
- Search Form & Logic
- Search Autocomplete
- Results Logic & Guidance
- Results Layout & Filtering
Product Lists & Filtering
- List Layout
- Filtering: Available Filters
- Filtering: Interface & Layout
- Sorting
Product Page
- Product Page Layout
- Image Gallery UI
- The “Buy” Section
- Shipping, Returns
- Cross-Sells & Cross-Navigation
Cart & Checkout
- Shopping Cart & “Added to Cart” behaviour
- Account Selection & Creation
- Customer & Address Information
- Payment Flow & Methods (Incl. Third-Party)
- Field Labels & Microcopy
- Field Design & Input Optimisation
Redesign the essentials
Research based recommendations
Information Architecture Overhaul
Proven design & features
The Results
Building improvements into the current site while navigating technical debt from the current system proved challenging for Easons initially.
With a little guidance, they were able to grow the online experience and scale in a way that enabled them to make decisions fast while be able to delight and inspire their customers with recommendations that were discoverable and tailored perfectly to them. Every book lovers dream.
500% increase in digital revenue for Ireland's leading book retailer
9.5% conversion rate in the first month
23.7% more transactions online
"Great to see clear uplift. We have had lots of positive feedback around the building also and from the marketing team. They're all really happy, Thanks!"
James McCahey
Ecommerce & Digital Marketing Manager, Easons & Sons LTD
