How did our data & UX audit identify conversion opportunities for CWF?
Optimiser la conversion par l'analyse croisée Data & UX
- Expertise
- UX · ANALYTICS
In figures
75
Optimization recommendations
37
A/B tests & prioritizations
9
Key insights
The challenge
How did we help CWF identify its conversion opportunities and maximize re-engagement on kidsaround.com?
Our response
Identify quantitative and qualitative optimization levers to boost conversion on kidsaround.com.
The company
CWF
Children Worldwide Fashion (CWF) is a leading international group specializing in premium and luxury children's fashion. Through its e-commerce site kidsaround.com, the brand offers centralized access to a portfolio of prestigious brands (Timberland, HUGO, Zadig & Voltaire, Billieblush, etc.).
In a highly competitive e-commerce landscape, CWF places user experience and journey effectiveness at the heart of its business priorities, with the ambition of maximizing conversion and visitor re-engagement.
With this goal in mind, CWF's teams asked Welyft to audit the kidsaround.com website. Drawing on a cross-analysis of quantitative and qualitative data (Piwik Pro and Air360), Welyft identified key conversion opportunities, isolated friction points in the funnel, and formulated concrete proposals organized into a roadmap prioritized according to the impact vs feasibility matrix, enabling the targeting of recommendations offering the highest potential gain with the least effort required.
The challenge
How did we help CWF identify its conversion opportunities and maximize re-engagement on kidsaround.com?
In the online children's fashion sector, a smooth user journey is essential to turn brand interest into completed purchases. But to effectively optimize a conversion funnel, it's essential to precisely analyze behaviors across each visitor segment and understand the exact origin of drop-offs. How can quantitative analytics data and qualitative usage data be combined? And how can these findings be translated into concrete, measurable actions prioritized by ROI?
We therefore carried out an in-depth audit process. This allowed us to strengthen the reliability of the qualitative analysis, notably by leveraging our own GEM, powered by hundreds of verbatims via RAG, enabling us to triangulate insights with the accuracy of a real user test. This approach made it possible to build a comprehensive overview and develop a results-oriented roadmap.
Key challenges
- Identify conversion opportunities, by combining analytics audit and UX audit to isolate blockers throughout the purchase journey.
- Finely analyze the user journey, by leveraging the complementarity of quantitative and qualitative data (via Piwik Pro & Air360) across all segments of the site.
- Maximize conversion and re-engagement, by developing optimization hypotheses structured into quick-wins and strategic experiments, backed by a decision-making roadmap.
Our mission
Our approach, step by step
Project scoping & alignment
Overall scoping of the 4-month mission with dedicated mobilization of a Welyft consultant and manager to define the scope and align the vision with CWF's business objectives.
Analytics audit & quantitative data
In-depth analysis of navigation behavior and the conversion funnel via Piwik Pro across all audience segments of the site.
UX audit & qualitative data
Mapping of friction points on Air360, enriched by our GEM. By combining ergonomic analysis with hundreds of user verbatims via RAG, we triangulate usage data to confront each insight with actual expectations.
Synthesis & hypothesis formulation
Cross-referencing quantitative and qualitative insights to identify 9 key insights and develop targeted optimization avenues.
Decision-making roadmap & prioritization
Delivery of a strategic roadmap structuring 75 recommendations and 37 A/B tests & prioritizations based on the impact vs feasibility matrix.
Key learnings
A rigorous audit and a strategic roadmap ready for implementation
A clear understanding of funnel friction points
Thanks to the synergy between Piwik Pro and Air360, Welyft isolated the major blocking points and extracted 9 strategic insights into visitor behavior.
A roadmap focused on ROI and fast decision-making
Delivery of 75 optimization recommendations (quick-wins and deeper levers) paired with 37 A/B test proposals ranked by feasibility and potential impact on revenue.
A long-term vision for digital performance
CWF now has a clear experimentation framework and decision-making tools to drive the continuous optimization of kidsaround.com and sustainably re-engage its users.
“Thank you to Welyft for this e-commerce audit: a rigorous yet pragmatic approach, with a precise diagnosis and actionable recommendations. We particularly appreciate the prioritization (quick wins vs long-term projects) and the ability to translate findings into a clear action plan. I highly recommend it.”
Lise Trevissoi
Head of e-commerce at CWF
