Equi-Clic

‍EQUI CLIC is a French player in the online sale of equestrian equipment

Since 1994, the brand has offered more than 100,000 references (equipment, clothing, clothing, care products, accessories, food, etc.) for horse riding enthusiasts.

EQUI CLIC x SMART IMPACT

Smart Impact supported Equi Clic in the design of a new graphic theme under Prestashop 1.7. The objective: to improve the conversion rate at all stages of the buying journey (especially on mobile), by affirming a stronger and more modern graphic identity.

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A double strategic and operational support

To carry out this mission successfully, it was necessary to adopt an integrated approach, involving all of the agency's expertise.

A preliminary “consultancy” phase made it possible to clearly identify the areas for optimizing the user journey and to best frame the technical and functional needs.

This study made it possible to design a new precise front-end interface, in line with the challenges of ergonomics on mobile, and adapted to Equi Clic's target audience.

Finally, an automated reporting tool has been set up, to allow the brand to facilitate its daily business management, and to monitor the evolution of its KPIs more closely following the graphic redesign.

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This support was structured in several stages:

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1/ CRO study (= conversion rate optimization)

• Addition of new GA4 events to make it possible to track all the stages of the conversion tunnel, and implementation of Google Consent Mode V2
• In-depth study of user behavior (via Google Analytics 4 and Clarity data analysis), to clearly identify the points of friction on the main page templates

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2/ Graphic design

• Artistic direction to define graphic “biases” adapted to Equi Clic
• Creation of wireframes to define fluid and ergonomic user paths, based on the findings of the CRO study
• Interface design for all page templates (home, category, product, product, search, basket, tunnel, and content pages)
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3/ Development

• Drafting technical and functional specifications
• Back-end and front-end
• Receipting and putting it online

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4/ Data Visualization

• Setting up an e-commerce dashboard to aggregate several data sources (Google Analytics 4, Prestashop, Google Ads, and Google Search Console)
• Focus on weekly margin management

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Results obtained :

Conversion rate: +10

• Mobile: +11
• Desktop: +10%

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Product view rate: +2 points

• Mobile: +2 points
• Desktop : +3 points

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Payment initiation rate: +5 points

• Mobile: +5 points
• Desktop: +4 points

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To discover our work, we invite you to dive into the Equi Clic universe by clicking on https://equi-clic.com/fr/