Ross Website Redesign - Sociofabrica

Ross

Website Redesign

Overview

Ross Stores is the largest off-price retailer in the U.S. with fiscal 2018 revenues of $15 billion.

They asked for our help in tackling several issues, including having a high bounce rate and low user engagement on their website, making their site and emails mobile-friendly, and increasing awareness to consumers about their constantly changing in-store merchandise.

Strategy

The existing site served two distinct audiences—consumers and the corporate office—which needed separate experiences.

The old site offered a sub-par browsing experience, especially for mobile users who made up the majority of visitors.

Consumers were also unaware of what was available in-store.

User research and customer journey mapping

User experience

Words From Our Client

“Our key opportunity with digital is to create awareness and encourage people to visit stores.”

– Ken Caruana, EVP Ross Stores Inc.

Style tiles

Design exploration

Solution

We created a responsive website optimized for mobile and carefully balanced between user needs and business goals.

We reconfigured the site to better educate consumers about what is available in-store with detailed department pages, and we enhanced site discovery by identifying long tail keywords and leveraging SEO best practices like image and meta tagging.

Results

Increase in return visits: +11%

Decrease in bounce rate: +28%

Mobile traffic viewed 27% more pages.

Awards:
Gold Davey, Silver Communicator, Silver Creativity Media & Interactive Design

New Ross Stores website (Homepage)