The document describes a successful agency-client partnership between Action Envelope and Alexander Interactive that led to a significant redesign of Action Envelope's website. Key outcomes included a 60% revenue increase, a 38% rise in conversion rates, and a 55% increase in total transactions after the redesign. The presentation highlights the importance of defining goals, determining success metrics, and prioritizing features during the redesign process.

1. a true story...
about an agency and client partnership and how together,
they executed a successful redesign.
the client guy the agency guy
Seth Newman Josh Levine
Chief Operation Officer Chief Creative & UX Officer
Action Envelope Alexander Interactive
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2. client profile
plain and printed envelopes in all sizes, styles, and colors
• Founded in 1971 • Top 500 Internet Retailer, since 2006
• Based on Long Island NY • Inc 5000 Fastest Growing company, since 2006
• 35 Employees • Internet Retailer Hot 100, 2009
• Over 250,000 Customers • iMerchant Awards - Silver, Office Supplies,
2005, 2008
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3. alexander interactive agency profile
ecommerce strategy, design & development
• Founded 2002, independent • 40 hands-on employees
• Manhattan office • Collaborative, client-focused approach
select clients
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4. History
Why Redesign?
And So We Begin...
today’s plan The Details
Results
Onward!
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5. history
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6. history
Launch 1.0
august 2000
00 01 02 03 04 05 06 07 08 09
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7. history
Launch 2.0
september 2001
00 01 02 03 04 05 06 07 08 09
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8. history
Action Meets Ai
may 2004
00 01 02 03 04 05 06 07 08 09
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9. history
Action Selects Ai
2 weeks later
00 01 02 03 04 05 06 07 08 09
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10. history
We Launch 3.0
october 2004
00 01 02 03 04 05 06 07 08 09
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11. history
Decide to Redesign
july 2006
00 01 02 03 04 05 06 07 08 09
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12. history
Launch 4.0
january 2008
00 01 02 03 04 05 06 07 08 09
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13. why redesign?
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14. why redesign?
june
Average Order Was Up 2006
132
119 launch
launch 3.0
2.0
106
93
jan 02 jan 03 jan 04 jan 05 jan 06
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15. why redesign?
june
Conversion Rate Was Up 2006
7
6
launch
5
3.0
launch
4
2.0
3
2
jan 02 jan 03 jan 04 jan 05 jan 06
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16. why redesign?
june
Revenue Was Up 2006
8.5
launch
3.0
7.1
5.7
4.3
launch
2.0
2.9
jan 02 jan 03 jan 04 jan 05 jan 06
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17. why redesign?
june
Customers Were Happy 2006
“ You have the best
website in the whole
wide world...”
— mary j.
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18. why redesign?
All good, right?
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19. why redesign?
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20. why redesign?
Look beyond the numbers.
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21. why redesign?
Look beyond the numbers.
Differentiate. Innovate. Lead.
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22. why redesign?
Look beyond the numbers.
Differentiate. Innovate. Lead.
Grow with business.
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23. why redesign?
Look beyond the numbers.
Differentiate. Innovate. Lead.
Grow with business.
Because they said so.
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24. why redesign?
“ If I'd asked my customers what they
wanted, they'd have said a faster horse.”
— henry ford
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25. why redesign?
Scalability.
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26. why redesign?
Scalability.
Modernize design.
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27. why redesign?
Scalability.
Modernize design.
Customer-centric experience.
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28. why redesign?
Scalability.
Modernize design.
Customer-centric experience.
Room to innovate.
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29. why redesign?
It’s time.
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30. and so we begin...
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31. and so we begin
“ Okay, so here is the list of the 2940
features I want on the new site.
Check them out. ”
— seth
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32. and so we begin
“ Okay, so here is the list of the 2940
features I want on the new site.
Check them out. ”
— seth
“ Oh, and let’s launch in 5 months.”
— seth, again
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33. and so we begin
Microsites Brand Stores Ajax Cart One Step Checkout
Flash Envelope Designer New Product Photography
Upload Status Bar Quick Order Status Blog Progressive Search
Order Samples Additional Reporting Customer Reviews
Shop By “Use” Browsing Email Cart Quick Reorder Saved Cart
Made-to-Order Envelope Admin Workflow Printed Envelope
Express Shop RSS Order Status Ajax Browsing Specialty
Stores Mobile Commerce Printed Envelope Gallery
New Proof Approval Process Drag n’ Drop Proof Upload
Downloadable Templates Reorder Reminders Facility Tour
Process Demo Videos
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34. and so we begin
Define the goals.
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35. and so we begin
Define the goals.
Determine success metrics.
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36. and so we begin
Define the goals.
Determine success metrics.
Prioritize features.
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37. and so we begin
Define the goals.
Determine success metrics.
Prioritize features.
Finalize plan and scope.
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38. and so we begin
Microsites Brand Stores Ajax Cart One Step Checkout
Flash Envelope Designer New Product Photos Facility Tour
Upload Status Bar RSS Order Status Blog Progressive Search
Order Samples Additional Reporting Customer Reviews
Shop By “Use” Browsing Email Cart Quick Reorder Saved Cart
Made-to-Order Envelopes Printed Express Shop Ajax Browsing
Specialty Stores Mobile Commerce Printed Envelope Gallery
New Proof Approval Process Drag n’ Drop Proof Upload
Downloadable Templates Reorder Reminders Process Demo Videos
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39. and so we begin
Microsites Brand Stores Ajax Cart One Step Checkout
Flash Envelope Designer New Product Photos Facility Tour
Upload Status Bar RSS Order Status Blog Progressive Search
Order Samples Additional Reporting Customer Reviews
Shop By “Use” Browsing Email Cart Quick Reorder Saved Cart
Made-to-Order Envelopes Printed Express Shop Ajax Browsing
Specialty Stores Mobile Commerce Printed Envelope Gallery
New Proof Approval Process Drag n’ Drop Proof Upload
Downloadable Templates Reorder Reminders Process Demo Videos
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40. and so we begin
Microsites Brand Stores Ajax Cart One Step Checkout
Flash Envelope Designer New Product Photos Facility Tour
Upload Status Bar RSS Order Status Blog Progressive Search
Order Samples Additional Reporting Customer Reviews
Shop By “Use” Browsing Email Cart Quick Reorder Saved Cart
Made-to-Order Envelopes Printed Express Shop Ajax Browsing
Specialty Stores Mobile Commerce Printed Envelope Gallery
New Proof Approval Process Drag n’ Drop Proof Upload
Downloadable Templates Reorder Reminders Process Demo Videos
Email Order Reminders Customer Network Muffins Forum
Green/Recycled Paper Boutique Paper Upsell Features
Quick Look Previews SEO Landing Pages Envelope Bundles
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41. the details
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42. 01 Homepage - Give more, show less before
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43. 01 Homepage - Give more, show less after
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44. 02 Simplify the Navigation before
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45. 02 Simplify the Navigation after
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46. 03 Browsing paths / Homepage before
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47. 03 Browsing paths / Homepage after
orange
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48. 03 Browsing paths / Shop by color before
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49. 03 Browsing paths / Shop by color after
fpo
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50. 03 Browsing paths / New
fpo
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51. 04 Product photography
zoom icon
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52. 05 Product page before
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53. 05 Product page
05 Overhaul product page
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54. 05 Product page
“Guys, I think we nailed it...”
— seth
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55. 05 Product page
“Guys, I think we nailed it...”
— seth
And then the following morning...
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56. 05 Product page
“Guys, I think we nailed it...”
— seth
And then the following morning...
“Guys, it is looking too busy, I think we
need to rethink the entire page.”
— seth
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57. 05 Product page
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58. 05 Product page
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59. 05 Product page
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60. 05 Product page
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61. 05 Product page
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62. 06 Make reordering simple
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63. 07 Decrease checkout abandonment
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64. 07 Decrease checkout abandonment
Path 1:
Plain envelopes
Path 2:
Printed envelopes
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65. 08 Enable creation of custom envelopes
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66. results
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67. results
Revenue + 60%
Conversion Rate + 38%
Total Transactions + 55%
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68. results
Average Order – 20%
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69. results
Average Order – 20%
See slide #35: “Determine success metrics.”
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70. onward!
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71. onward!
Test like heck.
New products & brands.
Microsites.
Action 5.0 ...
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72. Thank you.
josh levine jl@alexanderinteractive.com
seth newman seth@actionenvelope.com
Download the presentation at: www.alexanderinteractive.com
jan 2009 • internet retailer conference