Quba Account Manager Becky Grover has proudly presided over the complete redesign of compression clothing retailer SKINS' website. And we’re very excited about it. The site was only launched earlier this month and is already showing signs that the changes could be another massive success story.
Quba has been working with SKINS FOR 18 months; and our first campaign saw sales increase by 180%. But we don’t rest after one success story. We strive to improve results for our clients and looked at ways we could make further improvements to the store to help increase sales.
Our first focus was the store structure. This was originally set up with a left hand navigation which limited the space in the main content area. We moved the navigation to the top of the page with clear gender and sport categorisation so customers could find what they needed more easily. We included feature boxes to make product ranges more visible and pulled in the best selling products with clear call to actions. These enhancements transformed the old store page from a landing page to a shop window display the key products on offer.
Following eye-tracking usability research recommendations that was installed on the site, we redesigned the product pages by moving the main product shots top left with the basket options to the right. The ‘Add to basket’ was given a clear call to action with alternative products given more prominence than on the previous version. SKINS products are technology led so we included a tabbed area below the main image to help deliver the large amount of product information that is available.
In the 3 weeks since launch transactions have increased by 29% and the average basket value has increased by 19% compared to the same period last year. Our next steps will be looking at the checkout process and making recommendations on how we can reduce drop out and increase conversions.