Zoe & Morgan

The
Project

Platform

Adobe Commerce

Services

UX/UI & CRO

Conversion Optimisation

Data Integration & Augmentation

Data Driven UX & UI

Data

CRO & Heuristic Evaluations

Audit and Review

Zoe & Morgan is a renowned jewellery brand founded by siblings Zoe, Morgan, and Ruth Sibbald. Originating from New Zealand, the brand has gained international recognition for its eclectic and distinctive designs, blending modern aesthetics with cultural inspirations from their travels around the world. Each piece reflects a unique story, often incorporating intricate detailing and craftsmanship. Zoe & Morgan's jewellery collections appeal to individuals seeking both timeless elegance and contemporary flair, offering a range of pieces from delicate everyday wear to statement-making adornments.

As a long-standing partner with Overdose., Zoe & Morgan collaborated with our Data and Experience teams for a comprehensive CRO service. Overdose. delivered an end-to-end process, including research, actions, execution and reporting.

The team at Zoe & Morgan faced unique challenges, such as identifying the most strategic areas for investment in content creation, understanding user motivations and friction points and deepening customer connections to foster advocacy and word-of-mouth growth. To tackle these challenges, we conducted comprehensive user research, providing data that we leveraged to make informed, recommendations. This approach enabled us to strategically address each aspect of each challenge to ensure our recommendations were tailored to meet the unique needs of Zoe & Morgan.

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Integrations

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Challenges  
+ Solutions

Challenge 01

Strategic Investment in Content Creation & eCommerce Features

Zoe & Morgan faced the challenge of understanding where to invest in content creation and eCommerce features. Survey results revealed that gifting constituted a significant portion of their sales, indicating a strong opportunity to enhance the online shopping experience for gift buyers.

SOLUTION

To address this, we provided bespoke recommendations on enhancing the gifting feature site-wide, optimising the user journey for gift buyers to ensure a seamless and enjoyable process for selecting, customising, and purchasing gifts. Additionally, our data analysis highlighted the importance of improving the overall online shopping experience with beautiful, inclusive imagery and detailed product information. By investing in high-quality visuals and comprehensive product descriptions, we aimed to create a more engaging and informative platform, ultimately driving higher conversions and customer satisfaction.

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Challenge 02

Understanding Customer Behaviours & Friction Points

Zoe & Morgan needed a deeper understanding of customer behaviours, including motivational drivers and friction points. Our analysis identified significant friction points, such as concerns about sizing accuracy, which deterred customers from purchasing online.

SOLUTION

To address this issue, we recommended implementing detailed solutions to build customer confidence, reduce return rates, and enhance the overall shopping experience, which resulted in increased customer satisfaction and loyalty. We also identified primary motivational drivers, including the unique design and style of the products, as well as their quality materials and craftsmanship. By focusing on these aspects in marketing and product development, Zoe & Morgan can appeal to these core motivations, enhancing customer engagement and fostering brand loyalty.

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Challenge 03

Enhancing Brand Connection & Advocacy

Zoe & Morgan sought to deepen the connection between customers and the brand to foster advocacy and word-of-mouth growth.

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SOLUTION

Survey results confirmed a strong and positive relationship between customers and the brand, providing a solid foundation for exploring the nuances of the brand's narrative and its influence on the customer experience. We identified one key driver of brand connection; the brand's identity as a New Zealand family business, which is significantly different from other brands. Customers appreciate the personal touch and local heritage, feeling a sense of loyalty and pride in supporting a homegrown business. This unique positioning helps the brand stand out in a crowded market, fostering a deep emotional connection with customers and enhancing advocacy through word of mouth. Another crucial driver is the brand's reputation and values, which plays a significant role in driving repeat purchasing. Customers are attracted not only to the quality and craftsmanship of the products but also to the brand's commitment to ethical practices and sustainability. These values align with the customers' own beliefs, creating a strong bond and encouraging them to continue supporting the brand. Our insights informed recommendations around encouraging and fostering brand storytelling, thereby amplifying organic advocacy and word of mouth.

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Challenge 04

SOLUTION

Challenge 05

SOLUTION

Challenge 06

SOLUTION

CLIENT
LoVE

"Through our CRO audit with Overdose, we gained such invaluable insights directly from our customers. This data has deepened our understanding of our customer base and empowered us to develop content that aligns with our brand while meeting our customers' needs.

Based on the findings and recommendations from Overdose, we have enhanced our strategies across website and eDM content, including revamped welcome and post-purchase care flows, as well as our social media content.

Our team really enjoyed collaborating with Ryan, Amber, and Sam on this project, thank you!"

Carly Chan Andreassend
eCommerce Manager
Zoe & Morgan