Mark’s E-Commerce UX

As a part of an E-Commerce overhaul within the marketing department, our team was tasked with analyzing and conducting a series of tests on the Mark’s homepage with our goal to increase overall check-out dollar volume, sales of specialty items, as well as weather-dependent articles.

Utilizing a mock agile process, we collected and reviewed multiple years’ worth of data to draw conclusions on tracked variables such as weather, sales periods, time of year, as well as organizational expansions and contractions in key areas to come to a series of conclusions on the direction of the homepage positioning on annual year basis.. We then recompared our results to our previously gathered competitor research which then led to a series of general A/B tests on a variety of creative materials which our team also provided. While utilizing our results and web optimization, we also balanced personalization and support of Mark’s french brand L’Equipeur. L’equipeur presented the unique challenges of testing with a different language in a very different market while offering the same product and overall tactical information. This was worked into the overall scope of the project as we adjusted all collected results and split them between the English and French platforms.

The end result of our nearly year-long project was a marked performance increase in check-out volume. As well as the additions of tools to be able to offer weather-specific products in tandem with weather reports to target communities across Canada and enhance our level of personalization on the main website.

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To comply with a non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. The information in this case study is my own and does not necessarily reflect the view of Mark’s or The Canadian Tire Corporation