{"id":105525,"date":"2023-09-11T10:20:13","date_gmt":"2023-09-11T17:20:13","guid":{"rendered":"https:\/\/thegood.com\/?post_type=case-studies&p=105525"},"modified":"2024-06-26T13:19:42","modified_gmt":"2024-06-26T20:19:42","slug":"munchkin","status":"publish","type":"case-studies","link":"https:\/\/thegood.com\/results\/munchkin\/","title":{"rendered":"Munchkin Decreases Bounce Rate By Improving The Mobile User Experience"},"content":{"rendered":"
\"updated<\/div>
\u201cYou\u2019ve gotta talk to these folks.\u201d<\/div>
\"david<\/div>
David Embree<\/strong>, VP of Digital Direct to Consumer, Munchkin<\/em><\/div><\/div><\/div>
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–<\/div>
Lower bounce rate<\/div><\/div> \n\n
–<\/div>
Improved mobile user experience<\/div><\/div> \n\n
–<\/div>
Lift on site-wide KPIs<\/div><\/div> \n<\/div> <\/div> \n\n\n

<\/p>\n\n\n\n

The Overview<\/h2>\n\n\n\n

Munchkin<\/a> is a baby and toddler products company. They offer everything from bath toys to bottles to changing pads. All of their products and accessories make parents’ lives more enjoyable by thinking of “the little things.”<\/p>\n\n\n\n

In this case study David Embree, former VP of Digital Direct to Consumer at Munchkin, shares his experience working with The Good and how the team created a strategic roadmap to solve some of Munchkin\u2019s most complicated ecommerce challenges. <\/p>\n\n\n\n

The Challenge<\/h2>\n\n\n\n

In his role at Munchkin, David was tasked with creating, maintaining, and growing the direct-to-consumer operation. <\/p>\n\n\n\n

Munchkin, like many ecommerce companies, has a particularly challenging ecommerce circumstance. Not only do they compete with other baby and toddler product companies, but they also compete with larger chain stores (Target, Walmart, etc.) where their products are sold. <\/p>\n\n\n\n

They have to give their customers a reason to shop on the Munchkin site rather than picking up their products on the next run to Target. <\/p>\n\n\n\n

For David, the direct-to-consumer umbrella covered everything from product to ecommerce to strategy to operations. That is a lot to manage, and he knew the best way to get started prioritizing the areas for growth was to look at the data. <\/p>\n\n\n\n

So, he tapped into the Digital Experience Optimization Program\u2122<\/a> from The Good and began prioritizing implementations. <\/p>\n\n\n\n

The Process<\/h2>\n\n\n\n

As a part of the program, The Good did a deep dive into Munchkin\u2019s analytics data, customer base, user behaviors, and internal resources. With all of the information, the team of expert strategists and researchers synthesized learnings into a comprehensive report on how to best optimize the digital journey. <\/p>\n\n\n\n

Each learning came with associated recommendations. Essentially, Munchkin was equipped with a data-backed roadmap to improve their ecommerce experience.<\/p>\n\n\n\n

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\u201cThe Good gave us a playbook and I just needed to put these proposed concepts into action.\u201d<\/em><\/p>\n\u2013 David Embree<\/strong><\/strong>, VP of Digital Direct to Consumer, Munchkin<\/em><\/em><\/cite><\/blockquote>\n\n\n\n

Some of the key areas for optimization included findability vs. discoverability, the mobile user experience, and differentiation.<\/p>\n\n\n\n

Findability vs. Discoverability<\/h4>\n\n\n\n

A main user challenge identified in the audit was findability vs. discoverability.<\/p>\n\n\n\n

Users were reliant on the navigation to find products, but the navigation lacked meaningful grouping and top-level category labels to aid in directness. <\/p>\n\n\n\n

\"munchkin<\/figure>\n\n\n\n
\"Munchkin<\/figure>\n\n\n\n

Above you can see a lot of user attention on the navigation, with shoppers looking around and peeking into all the different mega menu dropdowns. <\/p>\n\n\n\n

But for brand loyalists who come to the site with a specific product or category in mind, this hunting and pecking didn\u2019t prove efficient in finding what they were looking for.<\/p>\n\n\n\n

Mobile User Experience <\/h4>\n\n\n\n

When The Good reviewed analytics during the initial Digital Experience Optimization Audit\u2122, it became clear that there was room to optimize the mobile user experience. In fact, it was going to be a priority considering 70% of site traffic to Munchkin\u2019s site was on mobile. <\/p>\n\n\n\n

User research exposed a few key opportunities when shoppers got frustrated with popups, the mobile navigation, etc. <\/p>\n\n\n\n

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\u201cWe had some annoying popups on the homepage. If you’re a busy parent and you’re coming to a site, you don’t want anything getting in your way, especially on mobile.\u201d <\/em><\/p>\n\u2013 David Embree<\/strong><\/strong>, VP of Digital Direct to Consumer, Munchkin<\/em><\/em><\/cite><\/blockquote>\n\n\n\n

Differentiation<\/h4>\n\n\n\n

The Good also found an opportunity to aid shoppers by differentiating products, offerings, and why they should shop on Munchkin.com vs. a retailer. <\/p>\n\n\n\n

During the customer journey, shoppers weren\u2019t easily able to find the specific color or type of product they wanted. On collections pages, category pages, landing pages, and more, visitors weren\u2019t sure what product variations were offered. <\/p>\n\n\n\n

The Solution<\/h2>\n\n\n\n

David puts it like this: If you\u2019re paying to invite someone to your store, you don\u2019t want them to walk in and immediately turn around to go somewhere else. <\/p>\n\n\n\n

There were a number of research-backed recommendations that our team made to decrease bounce rates and increase engagement, including: <\/p>\n\n\n\n