An existing customer, who started business and working with our team back in 2013.
From one showroom, it has now grown to fill the plot of land where they are based. Now boasting three luxury showrooms, with numerous staff waiting on you ‘hand on foot’, to create the same experiencing buying a prom dress that women expect when buying a wedding dress.
To mirror this expansion, we were tasked to completely redesign the website, maintaining the prominent search engine ranking position we had achieved with the previous development.
The brief was simple: promote and integrate social media, extend the organic geographical reach plus improve the product gallery UI (user interface).
It was evident from the metrics that this B2C (Business-to-Customer) website was drawing traffic predominantly from mobile devices. The demographic data also indicated that users were mostly women 18 to 24 years old. Therefore our approach to develop mobile first was a good fit for this project.
We prioritised their successful use of social media marketing by integrating a social media feeds and function into the website.
This included integrated delivery of real time updates from their 'buzzing' Instagram feed on the home page and most importantly simple but very effective social follow function. This allowed our client to maintain engagement via these less invasive marketing funnels, until the point of sale.
The social follow feature, was cleverly hidden from view until activated, the UX (User Experience) left unhindered. Users can then activate and select from a variety of social platforms.
We introduced geographically targetted index pages to the client. Each page has specific content, written to include key areas or towns in a specific area. Going the extra mile to completely re-write each page, in a different format and gramatically correct, including the same information about the business.
Another clever feature that we added was that if a user lands on their geographically specific index page, if they navigate away from and back to the index page, that page and it content remains, rather than going back to the actual website index page. This ensures a seamless journey through the content, essentially creating an experience specific to that user.
As the business has evolved, new product lines have been introduced and stock levels increased. Therefore a requirement for a more capable product gallery became apparent.
We extended the CMS control of images and content to both categories and individual items. Plus a device responsive gallery and lightbox, with social share features.
Six months after release the metrics highlight drastic improvement to key figures. Overall engagement has increased by almost 50%, duration up 47.96% & pages visited up 49.53%, whilst user bounce rate is down by 36.63% indicating that users find the website UI (user interface) more appealing.
The average amount of pages visited per user per session.
How long users are spending looking at the website.
This is an indicator to how users are responding to page load speed, content and aesthetics.