Zara generates about $60 billion annually in online revenue, whilst closing physical stores.
Their future is online, and yet, they've built perhaps the worst online shopping experience I've ever used.
Considering the sheer scale of their business, reducing their churn, or improving their average basket size by a single percentage point, would mean additional revenue to the tune of hundreds of millions of dollars.
Zara should have a product team obsessively optimising, experimenting on, and seeking feedback about their entire checkout process.
Every incremental improvement would yield a ridiculous return on investment.
And yet, it's borderline unusable, littered with bugs and full of missed opportunities.
Hold on to your faux fur hats for this one, it's about to get bumpy.
Case study
Written by Peter Ramsey
