This men's sportswear brand was founded in NYC around principles of contemporary fit, clean silhouettes, and quality craftsmanship. In 2005, the founder left his job in investment banking to design a better fitting sport shirt for active urban men. After years of prototypes, he developed a signature cut that is perfect in every detail. The brand aims to increase online sales through targeted Facebook ads, capturing more email subscribers, optimizing product search and recommendations, and retargeting abandoned carts through email. Analytics will help track traffic, conversions, and measure the success of these initiatives.

2. The Vision
This NYC-founded men’s sportswear
formed around the fundamental
principles of:
• Contemporary fit
• Clean silhouettes
• Quality craftsmanship
Zachary Prell reimagined the sport shirt
in exclusive European fabrics cut for an
active, urban lifestyle. Collections
include a complete range of effortless,
everyday luxe essentials – from
outerwear to swim.

3. In 2005, Zachary Prell left his job as an investment banker with one goal – to
design a sport shirt that would not only fit well, but suit the dynamic needs of
men like himself who wear sport shirts day-in and day-out.
Unsatisfied with his own closet, Prell tossed aside traditional American cuts and
decided to design the sport shirt from scratch. After years of testing prototypes
on men of all shapes and sizes, Prell developed his signature cut and a sport
shirt that is perfect in every detail…
Details that matter to the urbanized American business male.
• Precision Manufacturing
• Day to night versatility
• Barrel cuffs
• Uncollapsible Collars
• Hand Selected Fabrics
• Quality Buttons
• Perfect Fit
The Pursuit of the Perfect Sport Shirt

4. The User’s Journey of Product Discovery & Conversion
45% eComm Revenue comes from Google
Organic Search
65% of ZP.com sessions are conducted
by Returning Users
Returning Users Produce a 3.02%
Conversion Rate vs. 1.39 % from New Users

5. Capturing Opportunities in the Conversion Funnel
• Find more shoppers who are interested in products similar to those
of Zachary Prell using Facebook Ads
• Capture More Emails: During Q1, 11% of eCommerce revenue was
produced by Email Subscribers with conversion rate of 2.38% (Solid
eComm industry Avg = 2.0%)
• Recategorize products based on what users are searching for. For
example,
• Add “You May Also Like” section to the Product Description Page to
upsell the user and increase AOV
• Implement Abandon Cart Email/ Remarketing Campaign in order to
capitalize on users with the most intent

6. Pay- Per- Click:
Facebook Ads
Increase your user-base by identifying other users interested in luxury
menswear products with Facebook targeting.

7. Implement Website Enhancements:
Email Capture Modal
ZP generates a 2.3% conversion rate from users subscribed to their email
(2.6% for Returning Users,) so why not increase that list of subscribers?

8. User Experience/ User Interaction:
Search
Making it easier for users to navigate your website and decreasing the time it
takes for them to shop will make them want to visit your site again.
Solution: Implement more descriptive category names and refined Filter By/
Sort By options on product listing pages.

9. User Experience/ User Interaction:
Product Upsells
Adding a “You May Also Like” section to each product description page
will give the user more opportunity to add items to their cart, therefore
increasing Average Order Value (AOV).

10. Email Marketing:
Abandon Cart & Retargeting
Sure, increasing the frequency of your email campaigns is great, but
why not spend more effort targeting users with more intent?

11. Using Analytics to “Bring it Home”
Tracking Traffic & Conversions
• Make sure General GA tracking is
enabled in order to track user behavior &
traffic
• Implement eCommerce tracking to make
sure revenue is being accounted for
• Add additional goal tracking for other
conversion points such as email sign-ups
• Make sure all tracking is enabled in your
email campaigns so you’re gaining
maximum visibility.

12. Top Quality Assets
Always Help Too ;-)