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Diane von Fürstenberg is an internationally known brand for women’s fashion, offering a unique collection of ready-to-wear clothing and accessories.
Multiple customer friction points
In the Spring of 2021, DVF.com replatformed their website to Shopify+. The update revealed several website issues impacting online conversions including login and registration difficulties, slow page load speeds, and errors in the checkout and shipping stages of the online funnel.
Limited visibility into the “why”
The DVF team had access to analytical data from Google and Shopify+. But while these platforms could show where in the funnel shoppers were dropping off, the team struggled to identify why issues occurred and how to prevent them.
Reliance on manual analysis
Finally, gathering user behavior insights required extensive research from multiple data sources; a time-consuming process that didn’t always guarantee the team could recreate and solve the issues.