Case Study · Outdoor & Sport
doorout: A whole team working with data
doorout sells outdoor gear and clothing through a shop in Fulda and an online store. The team does a lot of the work itself and knows its customers from the shop floor. Our goal was to bring optimisation straight into this team, so it gathers pace in-house.
I'll show you where your shop loses buyers.
Big enough to do it yourself
Retailers with a physical shop and an online store usually have a team that manages products and advises customers. At doorout, that team is big enough to make changes to the online shop itself. It does not need a dedicated CRO department with analysts and test planning, as long as the team has the right tools.
There is a lot of potential at this size. Ideas are plentiful, from the shop floor as well as from shipping. What makes them count is a routine that sorts them and checks their effect. Knowledge about the shop sits in individual heads and is ready to become a shared way of working.
One question, one action, on a steady beat
We worked with a team of five from the business. Web analytics was at the centre. Together we learned to read the shop's figures, spot anomalies and ask the right questions of them. The goal: the team runs the analysis itself, with growing confidence.
The rhythm is simple. Each round, we answer one question from the data, and the answer leads to an action the team delivers itself. Which categories hold visitors best? Where do mobile users drop out? Step by step, the team develops a shared understanding of how the shop works and where the next levers are. The actions stay deliberately small, so they fit alongside day-to-day work. The knowledge stays in the company and grows with every round.
Small teams can optimise on their own
We are convinced that mid-sized retailers can improve systematically without their own CRO department. What it takes is a routine of questioning the data regularly, and the ability to turn the answers into small steps. Build that into your own team and you stay independent, with knowledge that grows at every step. A steady rhythm creates more movement than a grand plan. Retailers with a physical shop know their customers very well, and that knowledge translates directly into hypotheses the online shop can test.
Let’s start with your shop.
In the Dropoff Analysis you see where your shop loses buyers. Afterwards you know where the first step pays off.