Making the most of EOFY
End of Financial Year is always one of the most important retails moments of the year, fundamentally designed to drive high engagement and conversions within the Australian market.
With all this incoming traffic, how do we capitalise?
While the offers were strong, exposure across the site needed refinement to ensure customers could easily discover and act on them.
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Driving awareness with bold EOFY exposure across high-traffic pages to spark customer interest.
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Streamlined journeys and optimised layouts to make purchasing faster, easier, and more compelling.
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Targeted reminders and tailored offers to re-engage customers and recover potential lost sales.
Data Driven Insights
Google Insights
Our strategy was grounded in market data, ensuring optimisations were aligned with consumer behaviour and spending trends.
Research highlighted strong demand for smartphones and home appliances during EOFY, with Australians expected to spend $9.3 billion in 2023 alone.
While rising interest rates created cautious sentiment for some, reports from Roy Morgan and Deloitte revealed resilient cohorts with spending power and an anticipated uplift in the latter half of 2024.
This was reinforced by a 7% surge in credit card activity, signalling continued consumer willingness to purchase. .
These insights shaped a strategy focused on amplifying
high-demand categories, tailoring messaging to resilient customer segments, and positioning EOFY offers to capture both immediate conversions and longer-term gains
Key Takeaways/Focus Areas
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Spotlighting high-demand products like smartphones and appliances to drive stronger conversions.
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Simplifying layouts and messaging so EOFY deals are easy to find, understand, and act on.
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Leveraging time-sensitive messaging to encourage faster decisions and maximise conversions.
Identify Target Touchpoints
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Improved EOFY visibility to solve discoverability issues shown in past heat maps and traffic data.
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High-converting hubs designed to capture ad-driven traffic and showcase EOFY deals clearly.
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Category-level layouts supporting discovery and guiding users deeper into EOFY deals.
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Smarter filtering to connect ad-driven shoppers with relevant EOFY products faster.
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Direct landing points for product ads, optimised to reinforce EOFY value and secure conversions. Existing layout is optimised for marketing communication rather than offer related messaging.
Home Page - Implementation
Key Issues:
Discovery issues
Offer exposure
Implementations:
Floating entry point via Insider
EOFY badges on offer tiles
Top sale banner with countdown
Offer Page/Sub Offer Pages - Implementation
Key Issues:
Confusion between which offers are EOFY related
Due to the large amount of concurrent product launches that also have an individual offer unrelated to
Implementations:
Overwriting existing “New” badges to state “EOFY Sale” on relevant products
Continuation of bottom floating banner
Continuation of Top Sale Banner
Product Filter Pages - Implementation
Key Issues:
Confusion between which offers are EOFY related
Due to the large amount of concurrent product launches that also have an individual offer unrelated to
Implementations:
Overwriting existing “New” and “hot” badges to state “EOFY Sale” on relevant products
Continuation of bottom floating banner
Continuation of Top Sale Banner
Performance Review
CR Uplift YoY: 3.4% | Cart Abandon Rate: 1.7% Reduction YoY
Wrapping Up
The campaign allowed me to refine how I approach high-traffic, high-stakes campaigns.
Highlighting staple categories and clarifying offers reinforced the importance of
guiding users quickly to what matters most.
Optimising product filters and buy pages for both ad-driven and organic traffic showed me the impact small UX decisions can have on conversion. Reviewing heat maps and traffic data reminded me that insights are only valuable when translated into actionable design.
Overall, the project reinforced that thoughtful, data-informed design can turn complex journeys into seamless experiences that drive both engagement and results.