From Selling Products to Offering Solutions// project verticals ?>
- Digital Transformation
- Testing + Optimization
- User Research + Insights
- UX + Content Strategy
- Visual Design
- Adobe Experience Manager
- Digital River
What We Did
As ecommerce became increasingly important, Western Digital wanted to integrate its shopping site and corporate site into one cohesive experience, without ditching its existing product and inventory management solution and having to start all over in the back end. With that in mind, the Hero Digital team worked with WD to craft a digital strategy, website design, and seamless customer experience that tied back to the company’s business objectives. The strategy worked: WD is selling to four times more customers online, and digital customers find the experience much simpler, buying more products, more often.
increase in revenue
increase in ecommerce conversions
increase in avg. transaction value
languages, 20+ sites
For decades, Western Digital, like most consumer tech companies, had focused its sales efforts on physical retail outlets. The website was less of a sales driver, so it didn’t matter that the purchasing process was disjointed, with customers clicking a “Shop Now” button on the WD site and being taken to a completely different store site that bore no resemblance to the main site. As digital sales became increasingly important, WD realized that a sales process that required several clicks and introduced multiple inconsistencies in branding and messaging was not going to deliver the sales numbers they needed. Hero Digital worked with the WD team to craft a customer experience strategy that would delight customers and deliver the returns WD was looking for from its site. 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.
Using Adobe Experience Manager (AEM), the Hero Digital team was able to create a seamless and consistently branded customer experience, from first contact with the site to purchase. The commerce functionality of the site still sits on Digital River, WD’s legacy commerce engine with the same back-end as before, but the front-end view has changed. All the pages a customer sees at wdc.com use elements from Adobe Commerce, and the pricing and product information is delivered into beautiful AEM pages, creating a consistent customer experience. Pricing and inventory data is fetched live, and WD staff are able to make updates to particular pages—hide a particular product for a period of time according to inventory fluctuations, for example, or customize messaging around particular products, across multiple locales.
Data & Insights
The WD project started, launched, and continues with data. In the strategy phase, we collected data around business objectives and pain points for customers. That data informed the strategy, design, and development of the site. Post-launch, we continued to collect data, track how customers were interacting with the site, and fine-tune various elements to ensure an optimal customer experience. Those insights have helped WD realize a 400% increase in sales conversions on its site, and an 11% increase in the transaction value of online sales.