Ecommerce Growth, Website Optimization & Brand Positioning

The Challenge

After 20+ years as a largely wholesale business, YALA Designs needed to shift their focus to growing the direct-to-consumer, ecommerce side of their business. Though they had already had their full product line available for sale on their site, their site performance, user experience, and ad spend were suboptimal, and their email program was underperforming compared to industry averages. With a new owner and a recent but incomplete rebrand, brand messaging and visuals also required a fresh, focused strategy to fully communicate company values, attract the right customers, and build brand loyalty.

The Goals

• Increase organic site traffic & conversions
• Strengthen brand messaging & content
• Decrease cost per acquisition
• Increase ad conversions

Solutions

We kicked off our work with YALA with an all-hands branding and marketing workshop consisting of a series of exercises and discussions to develop YALA’s brand identity, uncover challenges and possible pitfalls (and propose possible solutions), and determine achievable goals.

After conducting a deep audit of YALA’s analytics, social content, email messaging, and additional programming, we outlined a series of recommended optimizations and changes based on their data and best practices in UX/UI design, including:

• Targeted keywords & metadata
• Product page content & design
• Product and URL naming conventions
• Customer journey and UX/UI
• Site messaging & brand identity
• Homepage design and layout
• Checkout process & payment options
• Programming and plugins for tracking, analytics, and segmentation
• Social media content & messaging

In addition to developing a highly strategic, data-driven site and marketing experience for current and potential YALA customers, we also developed a complete annual calendar of campaigns and promotions with a primary focus on email messaging to re-engage customers and increase average order values.

Results

• 281% increase in e-commerce revenue
• 161% increase in conversion rate
• 35% increase in AOV (average order value)
• 102% increase in revenue from email
• 182% increase in transactions
• 339.5% increase in pay-per-click revenue
• 51% decrease in cost / conversion