What’s the difference between a regular steak and a memorable steak? We’ll give you a hint, it has to do with your smartphone. Recall back to the first time you had a really amazing steak, cooked just the way you wanted it. Whether it was rare, medium rare, or some other weird non-real temperature, that melt in your mouth natural flavor is best brought out when the beef is nothing but a high-quality cut. You may be then curious exactly how your phone could create such a memorable, tasty experience, and the answer is actually quite simple: Kansas City Steaks.
What first began as a humble butcher shop in 1932 would eventually expand into the nationwide distributor that it has since become. For such an established brand, it should be no surprise that their customer base span across generations, and therefore the most important sales channels were as simple as picking up a phone and speaking to Kansas City Steaks’ team. With an aging ecommerce platform in place, new features being ground into the mix yet fully implemented, they were running into several issues. What was once the best method to take orders, on a phone, was now becoming a hindrance to scale. On top of this their desktop and mobile websites were not integrated.
Mobile Key Performance Indicators
- Conversion Rate: Increased 61.45%
- Average Order Value: Increased 5.29%
- Revenue: Increased 35.47%
- Bounce Rate: Decreased 9.48%
- Revenue Per Visitor: Increased 111.5%
The potential for growth and a more personalized feel for Kansas City Steaks was a simple one. Their data showed that customers were visiting the site, but were still calling in. According to the team, they felt their user experience (UX) was preventing customers from checking out on the site, and that is when the research began. Through a combination of user testing and a collaborative effort between Blue Acorn, Kansas City Steaks, and development partner Inetz, we identified how customers wanted the catalog to be organized. This led to a simplified desktop and mobile experience, allowing customers to easily filter products based on budget or size.
In addition to filtering, Blue Acorn produced a new design that focused on showcasing upsells, optimizing the cart experience, refining the brand, a smoother user experience and flow with ease of access to products, and increasing the ease in gifting.
At the start, Kansas City Steaks was driving seven percent of their sales through their mobile site and had a goal of increasing that to 10 percent. With a new memorable experience in play, conversion rates, average order values, revenue, and revenue per visitor all increased.
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