Target.com – Project Run
Based on data available at the time from Target’s research team, customers who search for a product will convert at a higher rate than those who browse for something. However, those who browse categories (e.g.: women’s clothing or video games) tend to spend more per purchase. Unfortunately, this browse path had been reduced to a drill down of static, and most importantly, non-shopable lifestyle/product compilation images, a number of which featured products that were not actually available on target.com
Project Run was an ambitious project: an attempt to re-imagine how guests shop when choosing to browse Target.com. Simply put, the primary goal was to put (shopable) products in front of guests as early as we can in the browsing experience, all without sacrificing what makes Target, it’s brand.