Transforming YETI’s e-commerce into a buying hub
- ClientYETI
- IndustryConsumer Product
- ServicesCustomer Experience
- CapabilitiesCustomer Experience · Product & Experience Strategy · Customer Journey Mapping · Content Schema Development · Content strategy · Audience insights
A redesign that turns more browsing into buying
As YETI continued to grow, its existing ecommerce experience wasn’t enough to turn more browsing into buying. The brand also needed to build customer confidence for significant purchases, without losing the simplicity and durability people expect from YETI.
Continue reading to see how Code and Theory partnered with YETI to design and engineer a customer-centric ecommerce experience. Along the way, we’ll share how the work helped strengthen decision-making and set the stage for measurable impact—without giving away what comes next.
Key Takeaways
Improved the E-commerce experience by reimagining the discovery-to-conversion flow
Engineering reusable, and highly configurable components to scale across the website
Strategy, design and engineering completed in less than six months
Elevated the path from browsing to buying with a more seamless shopping journey
Technology Built for Speed and Scale
YETI’s challenge started with enhancing a technical implementation to improve the end-user experience and allow the internal merchandising teams to easily manage the new advanced features. Code and Theory's engineering team developed an approach that started with rebuilding the main category landing pages, product listing pages, and product detail pages with beautiful, reusable, and highly configurable components. Next, we created detailed "how to" documentation, assisted during key releases, and led both weekly training sessions and tech syncs with internal teams.
Our ongoing digital partnership with YETI produced a comprehensive site-wide refresh, improved E-commerce, optimized user flows, and enhanced storytelling, all in service of YETI’s mission to make your time in the wild extraordinary.
Designing for Two Distinct Audiences
YETI insights helped us create an experience that meets the demands of two distinct audiences. First, YETI loyalists, who most often know what they’re looking for and can be driven directly to purchase. Second, new customers to YETI, who are taken on a journey from the Product Category Page to the Product Landing Page to explore lifestyle imagery and product information, compare products, and build confidence before adding to cart.
Knowing audiences need to move fast, we created custom filtering for each product line based on use case, size, or other product attributes to help users narrow their search.
Conversion-focused Purchase Flow
The revamped YETI.com E-commerce experience includes multiple newly created UI components and templates that are scalable across all product line-ups, including coolers, bags, drinkware, and more.
We paid special attention to redefining the purchase flow around three main areas of customer consideration during the buying process: size, capacity and weight.
“We’ve made a quantum leap in the success of how people are shopping on YETI.com.”
What We Did
Improved conversion by streamlining the path from product discovery to checkout
Enhanced mobile shopping experience with more intuitive navigation and product exploration
Stronger experimentation and optimization capability to continuously refine performance and user experience
From browsing to buying on YETI.com
This work reframed YETI’s e-commerce experience around a clear shift from browsing to buying. By focusing on the moments that matter in the path to purchase, the experience was elevated to better support shoppers as they move from discovery to decision.
The result is an e-commerce foundation designed to make it easier for customers to find what they need, build confidence, and complete a purchase. It brings the “From Browsing to Buying” intent to life through a more purposeful, conversion-minded experience that stays true to YETI’s brand. The experience guides shoppers through a clearer path to purchase, helping turn intent into action.
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newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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