Dec 03 2009
Camping World Redesign Finds Strength in Numbers
Camping World's email template before the redesign.
Recently, Experian CheetahMail’s Creative Services team worked with Camping World in a multi-variant creative test of its monthly product email template. Our main challenge was to deliver 3 finished designs that adhered to creative best practices and incorporated learnings from historical campaign data, and then test these three designs against a control version over the course of two campaigns.
As with all redesign projects, our first step was to analyze historical performance data to identify any strengths and weaknesses pertaining to the existing navigation and content layout. We then generated several wireframes to clearly map out the navigation, content organization, and product area layout options that the new designs would encompass.
One of the key areas of Camping World’s email template targeted for improvement was the main product section. Traditionally, this section loosely grouped items in a grid-like structure without considering product type or cost. We also found that the feature section took up too much vertical space within the template, pushing the main product section down below-the-fold.
