CARV approached us needing to reposition their product to reach a wider audience. Their existing website had grown organically over time, resulting in fragmented user journeys, repeated information, and unclear paths to purchase.
The product was primarily positioned toward highly technical ski professionals analysing performance data, but the team wanted to broaden the appeal to intermediate and advanced skiers.
My role focused on restructuring the information architecture, simplifying product communication, and optimising the conversion funnel. Over a 3-month period we ran several A/B tests on product page components, resulting in a +9% increase in product conversion.
The project typically would begin with a full analytics review to understand audience behaviour, conversion drop-offs and traffic patterns.
Due to access restrictions we were unable to directly analyse analytics tools, so the client instead walked us through key insights during live sessions. We supplemented this with Hotjar heatmap data to understand engagement patterns across important sections of the site.
Despite the limitation, this gave us enough directional insight into:
We began by auditing the existing website to understand the structure and messaging.
The platform contained valuable content but the information architecture had become tangled over time. Three major pages: Sensors, Analysis and Coaching, ****attempted to explain the product but overloaded users with information and failed to clearly communicate that the device could be purchased.
Key findings: