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Luminos Labs Impacts Conversion Rate and Bounce Rate with Expert Resources, Positive Culture, and Proactive Support

Updated UI for Mobile & Desktop Experiences

SITUATION

Burkes Outlet, a privately held off-price retailer, owned by Bealls, Inc. operates 191 retail stores nationwide and an eCommerce website. After re-platforming to Episerver in 2014, the Burkes team was facing challenges achieving the next level of growth.

APPROACH

Burkes sought the expertise of trusted Episerver partner to provide resources and guidance to the internal marketing and technology teams. After a thorough selection process, Burkes selected Luminos Labs, as their partner.

Luminos Labs immediately conducted a full review of the website, identifying all of the open issues and the metrics they affected including conversion rates and average page load time. Luminos also collaborated with the Burkes Outlet team to identify and prioritize the issues with the site. The Luminos Labs Episerver Commerce team was able to quickly remediate some of the smaller issues for a few quick wins, immediately improving the website experience for customers.

“Since partnering with Luminos, their team has completely knocked out our list of bugs, and even found some great things we could do to enhance our website – getting us some quick wins by going after the low-hanging fruit”

Christy Keesee, BurkesOutlet.com

In addition to resolving the known site issues, the Luminos team proactively sought out and identified other troubled areas, then made recommendations to improve the site further.

Performance Enhancements

  • Fixed inventory import processes
  • Refactored code and cached specific data in the shopping cart
  • Improved Mini Bag / Mini cart load times

User Experience Improvements

  • Enabled content personalization using GEO-IP
  • Added user experience indicators when the website was calling external systems to reduce bounce rate
  • Improved click through to PDP from Product Name and Brand Name links throughout site.

Legacy Site Issues

  • Fixed Payment gateway time out errors
  • Tax calculation errors

RESULTS

The changes implemented by the Luminos Labs team immediately began paying off. Since the project was launched, BurkesOutlet.com has seen a number of positive results, including:

  • Increased conversion rates
  • Increased revenue through mobile devices
  • Decreased bounce rate
  • Reduced maintenance expense

Luminos Labs continues to bring leading eCommerce experiences to Burkes consumers through ongoing Episerver Commerce Maintenance services, as well as 24/7 Application Monitoring. Now, the Burkes eCommerce team is able to strategize on longer-term, business-driving features.

“Working with Luminos Labs has even led to a positive culture change here at Bealls. We've been able to explore some of the strategies and ideas we weren't able to before.”

Christy Keesee, BurkesOutlet.com