Brand Store Performance Boost
The Challenge
GO works with a client that has well-reviewed products and a loyal customer base, but they operate in a saturated market where it can be difficult to distinguish different brands from one another. Because of this, GO knew we had to help our client depart from their original brand identity via unique content to set themselves apart from the competition while still retaining active customers.
Our Solution
To firmly establish our client's new visual look and feel, GO rebuilt their Brand Store from scratch. We:
Oriented the home page and main product page around navigation first and making the sale second.
Prioritized customer education prior to presenting shoppers with our client's wide array of options.
Focused on product differentiation.
Showcased industry-standard certifications.
Illustrated the transparency of our client's sourcing.
Our goal was to allow shoppers to quickly educate themselves on each product category, decide which one is right for them, then click the category’s navigation tab to shop. On the category pages, we still pushed to have a balance of strong visual branding and product-focused imagery, coupled with the opportunity to purchase by using Brand Store shoppable hotspots on lifestyle photography and PDP listing links.
Results
When comparing 30 days pre-Brand Store reboot and 30 days post-Brand Store reboot, we saw a significant increase in Brand Store metrics:
+8%
increase in sales/visitor
+5%
increase in units/order
+4%
increase in conversion rate
even with a 97% increase in visitors