{"id":98632,"date":"2022-04-14T06:00:07","date_gmt":"2022-04-14T13:00:07","guid":{"rendered":"https:\/\/thegood.com\/?page_id=98632"},"modified":"2025-12-05T11:59:58","modified_gmt":"2025-12-05T19:59:58","slug":"xerox","status":"publish","type":"case-studies","link":"https:\/\/thegood.com\/results\/xerox\/","title":{"rendered":"How Xerox Leveraged User Insights To Inform A Redesigned Shopping Experience"},"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\/xerox-case-study-logo-300x94.png\" class=\"attachment-medium size-medium\" alt=\"\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/xerox-case-study-logo-300x94.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/xerox-case-study-logo-240x75.png 240w, https:\/\/thegood.com\/wp-content\/uploads\/xerox-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\"><em>User testing insights from the homepage, product pages, and other key shopping pages informed a data-validated redesign of Xerox&#8217;s user experience.<\/em><\/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\"><strong>&#8211;<\/strong><\/div><div class=\"c-case-study-topper__key-result__text\">Built up a robust backlog of experiments<\/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>&#8211;<\/strong><\/div><div class=\"c-case-study-topper__key-result__text\">Established an experimentation practice<\/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>&#8211;<\/strong><\/div><div class=\"c-case-study-topper__key-result__text\">Identified customer segments and prioritized based on ROI<\/div><\/div> <!-- \/.c-case-study-topper__key-result -->\n<\/div> <!-- \/.c-case-study-topper__key-results --><\/div> <!-- \/.c-case-study-topper -->\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-overview\">The Overview<\/h2>\n\n\n\n<p>Xerox is an iconic company, known for its rich history and deep experience with document technology products and services. Their digital printers and other products are used by businesses worldwide.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-challenge\">The Challenge<\/h2>\n\n\n\n<p>Xerox approached The Good, hoping to improve the user experience on their B2B online printer and supplies ecommerce site (shop.xerox.com). Visitors were getting stuck on the path to purchase and abandoning their carts resulting in low conversion rates and a poor ROI on traffic generation spend for the company.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-process\">The Process<\/h2>\n\n\n\n<p>After a few conversations about the challenges Xerox was experiencing and establishing a good mutual fit, The Good recommended the <a href=\"https:\/\/thegood.com\/digital-experience-optimization-program\/\">Digital Experience Optimization Program\u2122<\/a>.&nbsp;<\/p>\n\n\n\n<p>The process began with the Digital Experience Optimization Audit\u2122. Methods like heat mapping, session recordings, and user testing laid the research foundation for the optimization program and our analysis uncovered usability issues across Xerox\u2019s website.&nbsp;<\/p>\n\n\n\n<p>Specifically, we identified a number of areas of opportunity including:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Visitors getting stuck in navigation and on-site searches because of uncertainty about which Xerox printer is the best for their specific needs<\/li>\n\n\n\n<li>Poor mobile experience causing user frustration<\/li>\n\n\n\n<li>Visitors experiencing disjointed visual design and branding between xerox.com and shop.xerox.com, causing confusion and abandonment<\/li>\n\n\n\n<li>Drop-off caused by too many extraneous steps and fields on the path to purchase<\/li>\n<\/ul>\n\n\n\n<p>From there, The Good developed a strategic roadmap of website improvements that would test and optimize the areas with the biggest challenges and highest potential impact. The roadmap served as the starting point for a recurring monthly engagement on the Digital Experience Optimization Program\u2122 that included research, strategy, A\/B and multivariate testing.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-solution\">The Solution<\/h2>\n\n\n\n<p>Our hypothesis was that streamlining the path to purchase and expediting the checkout process would provide the biggest impact on website performance and goals.<\/p>\n\n\n\n<p>This involved defining the shop.xerox.com customer journey. To do that, we set up a visitor categorization system. We identified three types of prospects: existing customers, new printer shoppers, and new ink\/supplies shoppers.<\/p>\n\n\n\n<p>To prove these hypotheses, we designed a number of experiments, including:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Removing extra fields to simplify checkout<\/li>\n\n\n\n<li>Adjusting the content strategy of key pages along the path to purchase<\/li>\n\n\n\n<li>Revising or redesigning visual elements to improve clarity on crucial pages<\/li>\n<\/ul>\n\n\n\n<p>The results from the initial on-site experiments led us to run additional tests on the homepage, product detail pages, and other primary pages. <\/p>\n\n\n\n<p>On the homepage, we tested a broad redesign. Our hypothesis was centered around improving the experience for returning visitors \u2013 since they displayed a 60% higher likelihood of purchasing than first-time visitors. The redesigned page resulted in an 86.7% growth in conversions for returning visitors.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" width=\"934\" height=\"601\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/Xerox-2.png\" alt=\"xerox\" class=\"wp-image-82121\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/Xerox-2.png 934w, https:\/\/thegood.com\/wp-content\/uploads\/Xerox-2-300x193.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/Xerox-2-768x494.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/Xerox-2-610x393.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/Xerox-2-100x64.png 100w\" sizes=\"(max-width: 934px) 100vw, 934px\" \/><\/figure>\n\n\n\n<p>Next, on the product detail pages, we hypothesized that reducing distracting content would give users a smoother path to purchase. We tested a cleaner page presentation and clarified the process for comparing pricing against local and online retailers. That test showed an <strong>18.9% growth in revenue from add-to-cart conversions.<\/strong><\/p>\n\n\n\n<p>We also tested changes to the call to action. The test <strong>increased engagement by 15.2%<\/strong> and <strong>drove a 3.4% increase in those adding to cart<\/strong>.<\/p>\n\n\n\n<p>Because of our rigorous testing protocol, it became clear that we should prioritize site visual design and user experience (UX) updates.&nbsp;<\/p>\n\n\n\n<p>That would also allow Xerox to re-platform to a more flexible ecommerce experience, incorporate a new mobile-friendly responsive design, and utilize the testing insights from the homepage, product pages, and other pages to inform a data-validated redesign of the user experience.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-results\">The Results<\/h2>\n\n\n\n<p>As a result of The Good\u2019s strategic advisory services,&nbsp; Xerox has incorporated data-driven insights to improve user experience and turn more browsers into buyers.<\/p>\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>The results we unlocked for Xerox are the direct result of the <a href=\"https:\/\/thegood.com\/digital-experience-optimization-program\/\">Digital Experience Optimization Program\u2122<\/a>.<\/p>\n<div class=\"tkugp-items-wrap\"><div class=\"tkugp-bottomcontent\"><\/div><\/div>","protected":false},"featured_media":99164,"menu_order":1,"template":"","meta":{"_acf_changed":true,"content-type":"","wpcf-summary":[]},"service-type":[10141,10142],"business-model":[10163],"industry":[10153],"class_list":["post-98632","case-studies","type-case-studies","status-publish","has-post-thumbnail","hentry","service-type-conversion-growth-program","service-type-cro-audit","business-model-b2b-products","industry-physical-goods"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/thegood.com\/wp-content\/uploads\/Xerox-Featured.png",1200,697,false],"thumbnail":["https:\/\/thegood.com\/wp-content\/uploads\/Xerox-Featured-150x150.png",150,150,true],"medium":["https:\/\/thegood.com\/wp-content\/uploads\/Xerox-Featured-300x174.png",300,174,true],"medium_large":["https:\/\/thegood.com\/wp-content\/uploads\/Xerox-Featured-768x446.png",768,446,true],"large":["https:\/\/thegood.com\/wp-content\/uploads\/Xerox-Featured-1024x595.png",1024,595,true],"1536x1536":["https:\/\/thegood.com\/wp-content\/uploads\/Xerox-Featured.png",1200,697,false],"2048x2048":["https:\/\/thegood.com\/wp-content\/uploads\/Xerox-Featured.png",1200,697,false],"teaser":["https:\/\/thegood.com\/wp-content\/uploads\/Xerox-Featured-380x215.png",380,215,true],"teaser-large":["https:\/\/thegood.com\/wp-content\/uploads\/Xerox-Featured-760x430.png",760,430,true],"insights-featured":["https:\/\/thegood.com\/wp-content\/uploads\/Xerox-Featured-600x349.png",600,349,true],"case-study-logo-small":["https:\/\/thegood.com\/wp-content\/uploads\/Xerox-Featured-129x75.png",129,75,true],"gform-image-choice-sm":["https:\/\/thegood.com\/wp-content\/uploads\/Xerox-Featured.png",300,174,false],"gform-image-choice-md":["https:\/\/thegood.com\/wp-content\/uploads\/Xerox-Featured.png",400,232,false],"gform-image-choice-lg":["https:\/\/thegood.com\/wp-content\/uploads\/Xerox-Featured.png",600,349,false],"profile_24":["https:\/\/thegood.com\/wp-content\/uploads\/Xerox-Featured-24x24.png",24,24,true],"profile_48":["https:\/\/thegood.com\/wp-content\/uploads\/Xerox-Featured-48x48.png",48,48,true],"profile_96":["https:\/\/thegood.com\/wp-content\/uploads\/Xerox-Featured-96x96.png",96,96,true],"profile_150":["https:\/\/thegood.com\/wp-content\/uploads\/Xerox-Featured-150x150.png",150,150,true],"profile_300":["https:\/\/thegood.com\/wp-content\/uploads\/Xerox-Featured-300x300.png",300,300,true]},"post_excerpt_stackable_v2":"<p>User testing insights from the homepage, product pages, and other key shopping pages informed a data-validated redesign of Xerox&#8217;s user experience. &#8211;Built up a robust backlog of experiments &#8211;Established an experimentation practice &#8211;Identified customer segments and prioritized based on ROI The Overview Xerox is an iconic company, known for its rich history and deep experience with document technology products and services. Their digital printers and other products are used by businesses worldwide. The Challenge Xerox approached The Good, hoping to improve the user experience on their B2B online printer and supplies ecommerce site (shop.xerox.com). Visitors were getting stuck on the&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>Xerox Leveraged User Insights To Inform A Redesigned Website<\/title>\n<meta name=\"description\" content=\"See how Xerox leveraged The Good\u2019s Digital Experience Optimization Program\u2122 to establish an experimentation practice and redesign their site.\" \/>\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\/xerox\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Xerox Leveraged User Insights To Inform A Redesigned Shopping Experience\" \/>\n<meta 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