Angelika’s Yarn Store
Partners/Platforms Used
BigCommerce (Ecommerce Engine)
Services
Custom Website Design
Custom Theme Development
Email Marketing
Technical Consulting
By The Numbers
16%
Increase in Returning Customers
4%
Increase In Revenue From Email
22%
Reduction In Clicks To Purchase
The Challenge
Fresh after efforts to build out the content of the site for better SEO, Yarn Store was in need of a user experience that made everything digestible and a marketing strategy to bring customers back for more. The new design of the site would need to aid customers seeking a way to buy all the different colors, weights, and tools they needed for that next project or pattern.
Our Solution
It helps when you have personal experience with the needs of the target customer. With a knitting hobbyist on our team, we leaned on that perspective and what the data told us to build a unique buying experience that utilized product categories as shoppable pages and ultimately reduced time to purchase. After launching the new site, we built out Yarn Store’s marketing automation setup using email campaigns and flows to secure significant increases in revenue.
Highlights
Shoppable Category Pages
We approached the design of the site from the customer’s perspective. If they had a project or pattern in mind, what would they be looking for first? A color? A size? Or a brand? Using this thought pattern, we came to the idea that users should be able to shop and add to their bag from a collection of products. Not by looking at one color at a time. We built Yarn Store’s category page templates to meet this need. Each category acted as a product page for a specific brand & yarn weight, with colors as the options. Add directly to your bag from this page, without an additional pageload. Since then, Yarn Store has seen a 25%+ reduction in time spent to make a purchase and a 40% reduction in users leaving the site before they have what they want.
