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Iconic French clothing brand founded in 1933 by André Gillier and René Lacoste. Lacoste is an upmarket brand that sells about 100 million various items every year, across 112 countries. Its network comprises sports stores, local authorized distributors, 1,200 Lacoste stores and 2,300 other points of sale.

  • Lacoste’s case

    Lacoste’s case

    How to increase the purchase rate per visit?

    Objectives:
     
    • Understand where and why the visitors stumble in the navigation path
    • Define an improvement roadmap with priority actions, based on profit and complexity level estimations
    • Select a priority object for optimization and launch an A/B test
    • Monitor the implementation of improvement actions
  • What 55 did for Lacoste’s case

    What 55 did

    1. We conducted a needs analysis and implemented a web analytics solution accordingly adapted:
    • Ease and speed of implementation
    • Reliable and understandable data on traffic and visitor navigation
    • Advanced segmentation parameters adjusted to Lacoste’s specific needs

    1. We conducted a comprehensive audit analysis of the website covering Traffic Acquisition, Engagement, Conversion and CRM

    1. We launched an A/B test to increase the purchase rate
  • The results for Lacoste’s case28% increase in conversion rate

    The results

    • 27.9% increase in conversion rate

    • Statistical significance of the results of 99.9%

    • 45 days of testing, involving 700,000 visitors