Direct to Consumer
E-commerce solutions
I was part of a cross-functional team that developed an e-commerce strategy, product suite, and supporting tools for 2K Games. With players weighing multiple, overlapping purchase paths, customer journeys in gaming quickly become complex. Ultimately, we realized that success required a broad, end-to-end strategy built around dynamic sales funnels, not static web pages.
Problem to Solve
A review of our traffic analytics revealed a disconnect between our marketing campaigns and user destinations. We evaluated behavior and pain points in relation to business goals and found that outdated methods produced static ads leading to static landing pages that didn’t meet user needs. This prompted us to reassess our cross-team communication, workflows, and tools, uncovering a lack of innovation that contributed to below-average conversion rates.
Persona-Specific Customer Journey
By collaborating across teams, we modernized our processes and built proprietary tools that enabled the creation of dynamic ads linked to dynamic, persona-specific destinations, resulting in a far more cohesive and effective user journey.
Persona-driven dynamic sales funnels
Page Builder application
We designed and built a proprietary tool called Beacon Page Builder, which enables anyone to quickly create landing pages. Marketing teams can choose from several popular templates, rearrange section order, and customize component options across mobile and desktop viewports. The system synced with 2K’s Storybook platform, allowing users to review components styled according to each sub-brand’s visual design.
2K Store
Users already deep into the consideration phase of the buyer journey are funneled to the 2K Store, where the user experience is molded to their needs. A dynamic product designed so users land on the correct product associated with their specific sales funnel.
Individual Game Page
Landing pages & retail component
Users in the awareness phase, and some in the early consideration phase, would be sent to landing pages tailored to different user segments. The heart of these landing pages was our retail component, which was built with a wide range of features to meet the needs of performance marketing. It can display descriptions and visuals for each edition, advertise sales and bonus offers, and include specific features for mobile and desktop.
Includes section
An extension of the retail component is the "includes" component. Built with an event listener so its content changes to match the user's retail choices.
Always testing
We conducted a variety of tests on the retail component to continuously learn and improve it. The results of these tests helped us identify and fix bugs, improve the performance of the component, and make it more user-friendly. Below is a test document that evaluated the placement of our sale banner.
Conclusion
Although the improved architecture and user experience of these e-commerce products contributed to increased conversions, it was the research and analysis of our sales funnel that had the greatest impact. Our overall conversion rate increased by 0.8% in the first year, and additional refinements in the second year resulted in an additional increase of 0.4%.