{"id":98616,"date":"2022-04-14T06:00:08","date_gmt":"2022-04-14T13:00:08","guid":{"rendered":"https:\/\/thegood.com\/?page_id=98616"},"modified":"2024-09-04T12:34:54","modified_gmt":"2024-09-04T19:34:54","slug":"fayettechill","status":"publish","type":"case-studies","link":"https:\/\/thegood.com\/results\/fayettechill\/","title":{"rendered":"Outdoor Apparel Company Unlocks User Insights And A 2:1 ROI"},"content":{"rendered":"<div class=\"c-case-study-topper\"><div class=\"c-case-study-topper__content\"><div class=\"c-case-study-topper__logo-holder\"><img decoding=\"async\" width=\"300\" height=\"94\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/fayettechill-case-study-logo-300x94.png\" class=\"attachment-medium size-medium\" alt=\"\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/fayettechill-case-study-logo-300x94.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/fayettechill-case-study-logo-240x75.png 240w, https:\/\/thegood.com\/wp-content\/uploads\/fayettechill-case-study-logo.png 400w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div> <!-- \/.c-case-study-topper__logo-holder --><div class=\"c-case-study-topper__quote\">\u201cWe saw 54% increase in our online revenue. For us, that represented a 2-to-1 return on our investment, which, as businessmen, that\u2019s a no brainer. That\u2019s a good investment.\u201d<\/div><div class=\"c-case-study-topper__quote-attribution\"><div class=\"c-case-study-topper__quote-attribution-text\"><strong>Devin O\u2019Dea<\/strong>,\u00a0<em>Chief Marketing Officer, Fayettechill<\/em><\/div><\/div><\/div> <!-- \/.c-case-study-topper__content --><div class=\"c-case-study-topper__key-results\">\n<div class=\"c-case-study-topper__key-result\"><div class=\"c-case-study-topper__key-result__number\">54%<\/div><div class=\"c-case-study-topper__key-result__text\">increase in online revenue<\/div><\/div> <!-- \/.c-case-study-topper__key-result -->\n\n<div class=\"c-case-study-topper__key-result\"><div class=\"c-case-study-topper__key-result__number\"><strong>24%<\/strong><\/div><div class=\"c-case-study-topper__key-result__text\">conversion rate increase<\/div><\/div> <!-- \/.c-case-study-topper__key-result -->\n\n<div class=\"c-case-study-topper__key-result\"><div class=\"c-case-study-topper__key-result__number\"><strong>17%<\/strong><\/div><div class=\"c-case-study-topper__key-result__text\">average order value increase<\/div><\/div> <!-- \/.c-case-study-topper__key-result -->\n<\/div> <!-- \/.c-case-study-topper__key-results --><\/div> <!-- \/.c-case-study-topper -->\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<iframe class='hippo-embed-frame hippo-embed-frame-inline-21402512' width='100%' height='100%' scrolling='no' style=\"display: block; margin-left: auto; margin-right: auto\" frameborder=0 marginwidth=0 marginheight=0 src='https:\/\/video.thegood.com\/video\/embed\/SkV06Snsv-sYoBxx0yajCZtZ46W9Q0qo5hXenN5ny6I?org_tok=5pD1e7SrWYyQbO6Ob9XsgA&#038;autoplay=false' allowfullscreen ><\/iframe><script>window.hippoEmbedSeo = \"\";<\/script><script src=\"https:\/\/hippo-embed-scripts.s3.amazonaws.com\/video-delivery-embed.js\" async><\/script><script>var hippoResponsiveInline21402512 = function() {var frames = document.querySelectorAll('.hippo-embed-frame-inline-21402512');for(var i = 0; i < frames.length; i++) {frames[i].style.height = (frames[i].offsetWidth\/1.777) + 'px';}};document.addEventListener('DOMContentLoaded', function() { hippoResponsiveInline21402512(); });window.addEventListener('resize', function() { setTimeout(hippoResponsiveInline21402512, 10); });hippoResponsiveInline21402512();<\/script><script>window._hippo_cx_domain = \"\";var hippo_script=document.createElement(\"script\");hippo_script.src=\"https:\/\/hippo-embed-scripts.s3.amazonaws.com\/video-embed-mh.js\";document.body.appendChild(hippo_script);<\/script>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-overview\">The Overview<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">Fayettechill is a lifestyle brand based in the Ozark Mountains. They create experience inspired apparel for outdoor enthusiasts around the world. Based in Fayetteville, Arkansas, they sell both online and through retail channels.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-challenge\">The Challenge<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">When Fayettechill approached The Good, they had a few challenges. The fayettechill.com ecommerce user experience was not always representative of the Fayettechill brand, and often found to be frustrating for consumers. They needed an outside perspective on how to improve their ecommerce conversion rate and progressively enhance their website.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">In addition, as they looked to grow online revenues, Fayettechill had several ways they could expand their product offerings but they were unsure where to grow first.<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-process\">The Process<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">The Good approached this challenge by producing an initial user experience audit and data analysis on fayettechill.com. The report highlighted areas that were most frustrating to Fayettechill customers.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">In addition, Fayettechill went through the <a href=\"https:\/\/thegood.com\/digital-experience-optimization-program\/\">Digital Experience Optimization Program\u2122<\/a>, The Good\u2019s unique data-driven process that unlocks user insights to improve websites. The program identified a variety of qualitative user-experience improvements based on consumer feedback and user-testing, as well as quantitative decision-making based on data analytics.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote blockquote-30 is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cOur primary focus in working with The Good was to increase our conversion rate. We saw a 24% increase throughout the service.\u201d<\/p>\n<cite><strong>Devin O\u2019Dea<\/strong>,&nbsp;<em>Chief Marketing Officer, Fayettechill<\/em><\/cite><\/blockquote>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-solution\">The Solution<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">Each month during <a href=\"https:\/\/thegood.com\/digital-experience-optimization-program\/\">Digital Experience Optimization Program\u2122<\/a>\u00a0progress meetings, Fayettechill and The Good reviewed site analytics and online sales data against that month\u2019s goals. Based on the results, The Good formed hypotheses and implemented multivariate tests.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Through comprehensive user testing, The Good attended to every single page that a customer might experience in their path to purchasing a product.&nbsp;<strong>This resulted in a year over year online conversion rate increase of 24% and a revenue increase of 54%.<\/strong><\/p>\n\n\n\n<blockquote class=\"wp-block-quote blockquote-30 is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cWhen we stated our goal and were clear about our objectives, The Good helped achieve them with respect to our personal brand flair and style that our customers appreciate. It\u2019s been a great success.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p class=\"has-medium-font-size\">Next, by utilizing the data that their ecommerce site was producing, the <a href=\"https:\/\/thegood.com\/digital-experience-optimization-program\/\">Digital Experience Optimization Program\u2122<\/a> helped Fayettechill understand which product offering performed well for their target audience and were able to better determine which ways to best expand their product offerings. This helped them\u00a0<strong>increase their average order value by 17%.<\/strong><\/p>\n\n\n\n<blockquote class=\"wp-block-quote blockquote-30 is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cWorking with The Good really made us take a detailed look at our product offerings as a whole. That not only dialed in our online side of our company, but pushed forward other departments throughout our company.<\/p>\n\n\n\n<p>The individual success on the online department is great, but seeing it bleed into other departments really showed that it was a substantial investment.\u201d<\/p>\n<\/blockquote>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-results\">The Results<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">Today, because of the holistic approach, the fayettechill.com ecommerce site experience is now more enjoyable, it delights consumers rather than frustrates them, and Fayettechill is able to use a data driven approach to develop new products.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote blockquote-30 is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cThe biggest impact on our company, you might think would be the 17% increase in average order value or the 54% increase in online revenue. But working with The Good really made us take a detailed look at our product offerings as a whole.\u201d<\/p>\n<\/blockquote>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-they-got-there\">How They Got There<\/h2>\n\n\n\n<p class=\"has-medium-font-size\">The results we unlocked for Fayettechill are the direct result of the <a href=\"https:\/\/thegood.com\/digital-experience-optimization-program\/\">Digital Experience Optimization Program\u2122<\/a>.<\/p>\n<\/div>\n<\/div>\n\n\n\n<p><\/p>\n<div class=\"tkugp-items-wrap\"><div class=\"tkugp-bottomcontent\"><\/div><\/div>","protected":false},"featured_media":99183,"menu_order":180,"template":"","meta":{"_acf_changed":true,"content-type":"","wpcf-summary":[]},"service-type":[10141],"business-model":[10147],"industry":[10153],"class_list":["post-98616","case-studies","type-case-studies","status-publish","has-post-thumbnail","hentry","service-type-conversion-growth-program","business-model-ecommerce","industry-physical-goods"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/thegood.com\/wp-content\/uploads\/Fayettechill-Featured.png",1200,697,false],"thumbnail":["https:\/\/thegood.com\/wp-content\/uploads\/Fayettechill-Featured-150x150.png",150,150,true],"medium":["https:\/\/thegood.com\/wp-content\/uploads\/Fayettechill-Featured-300x174.png",300,174,true],"medium_large":["https:\/\/thegood.com\/wp-content\/uploads\/Fayettechill-Featured-768x446.png",768,446,true],"large":["https:\/\/thegood.com\/wp-content\/uploads\/Fayettechill-Featured-1024x595.png",1024,595,true],"1536x1536":["https:\/\/thegood.com\/wp-content\/uploads\/Fayettechill-Featured.png",1200,697,false],"2048x2048":["https:\/\/thegood.com\/wp-content\/uploads\/Fayettechill-Featured.png",1200,697,false],"teaser":["https:\/\/thegood.com\/wp-content\/uploads\/Fayettechill-Featured-380x215.png",380,215,true],"teaser-large":["https:\/\/thegood.com\/wp-content\/uploads\/Fayettechill-Featured-760x430.png",760,430,true],"insights-featured":["https:\/\/thegood.com\/wp-content\/uploads\/Fayettechill-Featured-600x349.png",600,349,true],"case-study-logo-small":["https:\/\/thegood.com\/wp-content\/uploads\/Fayettechill-Featured-129x75.png",129,75,true],"gform-image-choice-sm":["https:\/\/thegood.com\/wp-content\/uploads\/Fayettechill-Featured.png",300,174,false],"gform-image-choice-md":["https:\/\/thegood.com\/wp-content\/uploads\/Fayettechill-Featured.png",400,232,false],"gform-image-choice-lg":["https:\/\/thegood.com\/wp-content\/uploads\/Fayettechill-Featured.png",600,349,false],"profile_24":["https:\/\/thegood.com\/wp-content\/uploads\/Fayettechill-Featured-24x24.png",24,24,true],"profile_48":["https:\/\/thegood.com\/wp-content\/uploads\/Fayettechill-Featured-48x48.png",48,48,true],"profile_96":["https:\/\/thegood.com\/wp-content\/uploads\/Fayettechill-Featured-96x96.png",96,96,true],"profile_150":["https:\/\/thegood.com\/wp-content\/uploads\/Fayettechill-Featured-150x150.png",150,150,true],"profile_300":["https:\/\/thegood.com\/wp-content\/uploads\/Fayettechill-Featured-300x300.png",300,300,true]},"post_excerpt_stackable_v2":"<p>\u201cWe saw 54% increase in our online revenue. For us, that represented a 2-to-1 return on our investment, which, as businessmen, that\u2019s a no brainer. That\u2019s a good investment.\u201dDevin O\u2019Dea,\u00a0Chief Marketing Officer, Fayettechill 54%increase in online revenue 24%conversion rate increase 17%average order value increase The Overview Fayettechill is a lifestyle brand based in the Ozark Mountains. They create experience inspired apparel for outdoor enthusiasts around the world. Based in Fayetteville, Arkansas, they sell both online and through retail channels. The Challenge When Fayettechill approached The Good, they had a few challenges. The fayettechill.com ecommerce user experience was not always representative&hellip;<\/p>\n","category_list_v2":"","author_info_v2":{"name":"","url":""},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Case Study: Fayettechill - The Good<\/title>\n<meta name=\"description\" content=\"Hear from CMO of Fayettechill about how they unlocked user insights for a 2:1 return on investment on The Good&#039;s DXO Program\u2122.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thegood.com\/results\/fayettechill\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Case Study: Fayettechill\" \/>\n<meta property=\"og:description\" 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