Case Study - Deckers and SessionCam | SessionCam

SessionCam helps Deckers Brands improve sales and delight customers

Nick Smotek

Nick Smotek

Director of Omni Digital Technology and UX at Deckers Brands

Nick uses SessionCam to reduce drop-off and cart abandonment across the company’s websites

Fixing this issue resulted in a 10% revenue increase on the Teva website and a 19% increase on the Sanuk website.

Motivated by the pursuit

Founded in California in 1973, Deckers Brands has grown to establish a superb portfolio of iconic fashion and performance brands available in over 50 different countries. The company employs over 3,000 staff, has annual revenues over $1.5bn and is listed on the NYSE.

Deckers products are sold through shops and department stores as well as the company’s own websites including UGG, Koolaburra, Hoka One One, Teva and Sanuk.

Expand Image


Structured approach to optimization and improvement

Nick Smotek, Director of Omni Digital Technology and UX, is responsible for Deckers e-commerce activity.

Nick manages a team of 28 and oversees a methodical, structured approach to optimization and improvement across their websites based on using SessionCam alongside analytics and user testing via research labs.

Nick uses conversion funnels to understand where customers abandon their website journey and then investigates if the drop-off is caused by issues related to a specific device, browser, bug or the design of the page.

Nick will then watch example recordings of customers to fully understand the problem and generate some ideas for potential solutions. These ideas will be researched, refined, prototyped, tested with research labs, A/B tested and then released across the company’s websites.

Incremental improvements add-up

This systematic, repeatable approach continually delivers “quick-win” optimizations for Deckers Brands that improve customer experience and online sales revenue.

For example, watching SessionCam’s session replay showed that users were getting distracted with the email sign-up in the footer. An A/B test to remove the email opt-in from the cart page delivered a massive 6.5% overall revenue increase.

Session replay has also been useful to identify previously unknown and unreported bugs. For example, Nick noticed that some zip codes did not correctly populate a state and caused the checkout process to repeatedly error out without clear indication of what the issue was. Fixing this issue resulted in a 10% revenue increase on the Teva website and a 19% increase on the Sanuk website.

Call us

Monday to Friday, 8am – 10pm GMT