Ten years of digital agency life in the books. It’s going to be near impossible for this post not to be full of cliches. That first decade went by in the blink of an eye. When FirstTracks first opened its doors back in October 2009 we knew we... Keep Reading: Celebrating FirstTracks Marketing Agency’s 10th Anniversary!
A little Curly Girl History
Curly Girl Design has been a client of FirstTracks Marketing for over three years now. In 2014 we helped them migrate from WP Ecommerce over to WooCommerce. In 2015 we helped them design and launch their new Love Delivered Subscription product using WooCommerce as well as helped them make their current site responsive. For 2016 we took the opportunity to work with them on completely overhauling the website design and accessibility.
Improving Catalog Access & Site Design
This project had two main focal points. The first was to dramatically overhaul the look and feel of the site to make better use of all the cute and creative things that Curly Girl Designs creates. The second focus was on rebuilding their 5000+ SKU catalog to be easier for the consumer to explore. Prior to the site rebuild all products were just classified with categories which made for a very linear browsing experience. With the addition of product attributes you could explore their offerings in new ways like occasion, color or material. This helps show more variety of product, encourages longer site stays and ultimately higher average cart values.
Taking a fresh Mobile First Approach
Simply adding responsive functionality to an existing website is way different than getting to start from scratch and design the experience out from there. That’s exactly what we did here. The brand new design approach all started here with the mobile presentation. We have seen from their analytics the continuous growth their mobile access numbers have been showing so this was an absolute must. You will notice from the samples below that careful care and attention was paid to make sure that menus and cart functionality were easily accessible. One of the things we were most proud of is the way we were able to carry their visual creative flair through even on the smallest of screens.
Making the Product Catalog Work Better
Filtering through options on an ecommerce website, sounds like a pretty normal thing you might do right? Well if you have a big ecommerce shop (in this case to the tune of over 5000 SKUs) and you aren’t using product attributes it can be a bit of a problem. What you end up with then is a whole bunch of vertical silos of product content that is very hard to cross-relate. With such an eclectic variety of product available on the Curly Girl Design website this was a must for the new site.
Rebuilding Product Attributes
We wanted people to be able to view all products by Occasion, Color, Holiday, Animal, Theme and more! We worked closely with Curly Girl Designs to help them define their product attributes based on user searches and competitor analysis. Then helped them to re-work their product catalog via spread sheet imports to merge in all of the new attribute data that powers the new filtering controls in the shop. Now you can visit the shop and just view all products that are themed “love” or look at all wall art that has to do with Christmas. This is a game changer for their online shop as it makes more of their product offering available in all views instead of forcing the user to just look at one type of product at a time.
Brand New Bold Design
The new Curly Girl Design website features a much bolder look. We wanted to create the new site in a way that made it very easy for the staff at Curly Girl to create and share more of their cute awesomeness. We accomplished this by creating their new homepage with a series of easy to use custom fields that allow them to swap out headers, text, product features, background image and calls to action all in a matter of seconds. We also wanted to make it easy for them to swap out headers throughout the site as well so we built in easy to use product and blog category header image uploads which makes it quick and easy for them to update massive amounts of display images to vastly change the look of the site season to season or whenever they feel like it. We are thrilled to see the end result where their artwork, style and flair take center stage, the end result is awesome.
Early returns on the relaunched site are fantastic!
40%INCREASE in Ecommerce Conversion Rate
36%DECREASE in Site Load Time
67%INCREASE in Page Views Per Session