Challenge:
Redesign online store to increase sales for Krusty'z BBQ Sauce and Rubs.
Key Insight:
A simple change in visual presentation helped increase YOY sales by over 200%.
Tools & Methods: Square, Visual Design, Cognitive Walkthrough, Competitive Audit, Wireframing, Content Inventory, Content Strategy, SEO Optimization
goals & e-commerce research
My client had created a store on Shopify but hadn't made many sales, so he asked for my help to improve his online presence. The site had to be easy to update so that he could continue to manage it himself.
Because he's a new seller with a small number of products, and he was already using Square for credit card processing, I recommended using their platform for his online store as well.
store layout redesign
Before tackling the redesign, I took a content inventory of the existing site and researched his competitors' sites. Successful stores had a clean, modern layout and placed product images "above the fold."
I showed my client two sketches: One of the existing site with products hidden at the bottom of the page, and one of my proposed layout with large photos displayed where shoppers could not miss them. He loved it and approved the change.
Home page on the old store... not a product in sight!
Old site (left) next to concept sketch, with products marked in pink.
The new site: products are displayed dominantly "above the fold."
results & recommendations
In this case a minor design change led to major financial results. Q1 sales increased 233% over the previous year. For continued growth, I also recommended adding:
- High-quality photos to build consumer trust.
- A blog to demonstrate subject matter expertise and increase Domain Authority.
- Testimonials as social proof of legitimacy.