New Western Digital site
quadruples conversions

The Work

As Western Digital was scaling back its investments in physical retail environments such as Best Buy, it had to scale up its investments in digital retailers like Amazon, and ultimately turn its own website into an eCommerce-driven experience that could drive significant revenue.

Services
  • Digital Strategy
  • Analytics & Optimization
  • Consulting
  • Creative Design
  • Experience Design
  • Adobe Experience Manager
  • Adobe Digital Asset Management
  • Technical Design & Architecture
  • eCommerce Integration w/Digital River
  • Adobe Analytics Integration w/Tealium
  • Content Strategy
  • SEO

The Impact

  • 22% increase in revenue
  • 400% increase in eCommerce conversions
  • 11% increase in avg. transaction value
  • 16 languages, 20+ sites

The Details

Customers used to have a disjointed purchasing experience with Western Digital. The company’s corporate site was marketing products, but if visitors decided to make a purchase, clicking the “Shop Now” button took them to a completely different Store site bearing little to no resemblance to the mothership. The process required several clicks, and introduced multiple inconsistencies in branding and messaging. WD wanted to integrate its shopping site and corporate site into one cohesive purchase experience, but did not want to ditch its existing product and inventory management solution and start over in the back end. First, the Hero team worked with WD to craft a digital strategy tied back to the company’s business objectives. We then executed that strategy across design, content, and development, and defined key performance indicators to ensure each phase of the project moved us closer to the company’s business goals.

To align with WD’s more modern brand direction, we updated the look and feel of the WD website. Then, our team set about enhancing the user experience for shoppers by leveraging the power of WD’s CMS, Adobe Experience Manager.

Now, all the pages a customer sees at wdc.com use elements from Adobe Commerce. So while the commerce functionality of the site still sits on Digital River, WD’s legacy commerce engine with the same back-end as before, the pricing and product information is delivered into beautiful AEM pages, creating a seamless customer experience. All pricing and inventory is fetched live, and WD staff are able to make updates to particular pages–– select default SKUs, for example, hide a particular product for a period of time, customize messaging, and so forth across multiple locales.