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Re-design the homepage and consumer journey
of a Direct-to-Consumer Shopify e-commerce store
Performing in Style
The Funky Appliance Company asked CommerceCentric to review their existing homepage and related customer journey through to the shopping cart.
As a fast-growing consumer home appliance brand, The Funky Appliance Company was keen to showcase both the quality and uniqueness of their brand to customers entering the site, while also reducing friction and steps to cart for customers wishing to make a purchase.
5000 +
Active Ads
250 +
Affiliates
60 +
Clients
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The Challenge
CommerceCentric where tasked with redesigning the homepage within the constraints of the existing design theme. The goal of this redesign was to refresh the look and feel of the page, while at the same time increasing shopper interaction and subsequent conversion into a sale.
The Solution
The project consisted of two main areas, each with its particular challenge and all requiring agile and cost-efficient UX planning.
Homepage art design
Consumer Journey
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Solution Consulting
Navigation Bar
We redesigned the navigation bar to support a new centrally positioned logo and simplified single-line menu drop-down. The goal of implementing the new logo and revised menu format was to emphasise brand positioning and quality.
Rotating Banner
The top banner is the first-page element seen by shoppers arriving on the site through the homepage. Data suggests that it takes 0.05 seconds for a shopper to form an opinion about a website. With this in mind, it was very important to get the look, feel, and content of the rotating banner correct. To meet these objectives we built a rotating banner that could illustrate both images and videos. This build aimed to support several individual banners with strong visual CTAs, encouraging consumers to extend their journey through the cart and onward to order completion.
Optimise Product and Review Section
According to research, only 26% of shoppers scroll past the page fold to the bottom section of the page. Therefore it is very important to create simple and clear content for this section to encourage shoppers to read and click further to the next stage in the purchase funnel. We also reduced the blank space between various page sections to show more content. In addition to this, we also modified the layout of the review banner to emphasise the logo and tagline.
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Project Build & Testing
Once we put the homepage structure in place, we were then able to review and optimise the customer journey from the homepage.
Post Launch
Upon completion and launch of the new homepage, we continued to monitor the performance of the page for bugs on various browsers and devices.
We completed a series of live orders to assist with post-launch regression analysis. A full roll-back plan was also put in place but not required. The project launch was a huge success.
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