Why has PVH's e-commerce conversion rate for Van Heusen polo shirts dropped from 3.5% to 2.1% since the website redesign last month?

Introduction

The recent drop in PVH's e-commerce conversion rate for Van Heusen polo shirts from 3.5% to 2.1% following a website redesign is a critical issue that demands immediate attention. This significant decrease in conversion rate could have substantial impacts on revenue and customer satisfaction. I'll approach this problem systematically, focusing on identifying the root cause, validating hypotheses, and developing both short-term and long-term solutions.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking the redesign might have introduced usability issues. Have you received any specific user feedback about navigation or product findability since the redesign?

Why it matters: User experience directly impacts conversion rates. Expected answer: Some negative feedback about difficulty finding products. Impact on approach: If confirmed, we'd prioritize UX improvements.

• Considering the specificity of the product, I wonder if the redesign affected product presentation. Has there been any change in how polo shirt images or descriptions are displayed?

Why it matters: Product presentation significantly influences purchase decisions. Expected answer: Changes in image size or description layout. Impact on approach: We'd focus on optimizing product presentation elements.

• Given the sudden drop, I'm curious about potential technical issues. Have there been any reports of site performance problems or errors since the redesign?

Why it matters: Technical issues can severely impact user experience and conversion. Expected answer: Some reports of slower page load times or checkout errors. Impact on approach: We'd prioritize technical debugging and optimization.

• Thinking about external factors, has there been any significant change in marketing campaigns or traffic sources coinciding with the redesign?

Why it matters: Changes in traffic quality can affect conversion rates. Expected answer: No major changes in marketing strategy. Impact on approach: We'd focus more on internal factors if confirmed.