Improving user experiences in alternative fashion
Operating for over 13 years, Tragic Beautiful are a leading online retailer of alternative women’s fashion. Their success is built upon their unrivalled knowledge of their niche segment and focussing their business on serving their target market in all that they do.
Our challenge was to capitalise on Tragic Beautiful’s strong customer knowledge to deliver a design-led site that fits with the powerful visual aesthetics of their brand.
Background & Insights
Increased competition and an outdated platform drive the need for change
As online shopping becomes more ubiquitous, Tragic Beautiful were facing growing pressure from both international and local competitors. As a first port of call, we worked to analyse the existing business and the competitive environment in which they operate. The need to increase the focus on their core market and position themselves as a boutique retailer within the niche became evident as the best way forward.
Technically, their existing platform was slow, expensive and not functioning as intended. This resulted in loss of sales and wasted efforts in digital marketing. The front-end of the store required a strong redesign to visually represent their brand and appeal to their target audience and to improve the sale process in an increasingly competitive and advancing retail market.
Conversion rates and revenue surge
To capitalise on the strong amount of targeted traffic driven to the site, we focussed on improving the conversion rate to improve revenue. Almost overnight after launch, there was a significant improvement in visitors checking out across all devices, particularly mobile.
In the first 30 days since launch, the site experienced:
Creating a fast, responsive and well-designed shopping experience
We redesigned their website to visually represent their brand, compliment their product range and to appeal to their target audience. This involved a modular design on the home page to provide users multiple ways to browse their product range based off style, look and brand.
Enhancing site navigation
With a large catalogue of over 2,000 products, allowing customers to easily find what they wanted was an extremely important design factor. We implemented a simple but effective mega menu navigation structure to allow customers to browse the product range. We also included customised advanced filtering which gave customers the ability to refine their searches and find the perfect item.
Bespoke gothic theme
We worked with Tragic Beautiful and our engaged designer to mock up iterations of key website pages to strike the balance between strong brand representation and customer usability. Once we had Tragic Beautiful smiling, we implemented our custom theme to pixel-perfection!
Over 250,000 records transferred to Shopify
We know that maintaining continuity of valuable business data is key, which is why we ensured the successful migration of over 250,000 records from Magneto to Shopify – preserving the customer details, order information and their huge catalogue of products.