All case studiesCase study · Bass Pro Shops
Bargain Cave: one home for every Bass Pro Shops deal
Gave bargain shoppers a single sale and clearance destination that drove 11.7% of all orders by day two
11.7%of all site orders came through Bargain Cave on its second day
- My role
- UX/UI designer and usability tester
- Timeline
- Bass Pro Shops, 2018–2020
- Scale
- 37,853 visits on day two
- Every sale and clearance product on the site
- Tools
- Sketch
- Usability testing
- Platform
- Responsive web
01 · Why I started
Shoppers hunting for deals had nowhere to find them, and we were losing revenue
Sale and clearance items were scattered across the site with no central place to browse them. For bargain shoppers, that was a real pain point.
The goal: a buying journey built for our bargain shopper that raises conversion and order value while cutting abandonment and time on page.
So I designed for one person first: Wade, the bargain shopper
Wade’s goals and needs shaped the wireframes: browse by category, see the savings, and know what kind of deal each item is.
03 · What I tested
Then I tested whether the callouts, pricing, and even the name helped people find a deal
- Did a more detailed landing page make it easier to reach products of interest?
- Did “You saved $X.XX” callouts and Sale or Clearance banners help people choose what to look at?
- Was a price range clearer than “Starting at $X.XX”?
- How do shoppers define Sale, Clearance, Rebate, CLUB Offer, and Backorder?
- What would shoppers call this section: Outlet, Uncle Buck’s Outlet, or Bargain Cave?
The Bargain Cave launched on bassproshops.com as the home for every sale and clearance item
Within two days, Bargain Cave was carrying a real share of the business
Day two after launch on bassproshops.com, compared with the whole site.
11.7%Of all orders
Deal shoppers finally had one place to go, and they bought.
11.4%Of all site visits
37,853 visits in a single day.
9%Of total revenue
$39,413 in one day from sale and clearance items.