Helen, who is behind Second Skin Clothing is a busy person. She not only works full time as an estate agent , looks after the family, but also runs an online clothing boutique when she finds the time – which usually is late at night.
Therefore her focus is not solely on this online store. You can see it as soon as you land on a homepage. Despite having plenty of excellent stock, the site lacked focus. Maternity wear is next to men’s watches, but not far behind pleaser boots and swimwear.
Ecommerce Expert at Rock Paper Copy ran a website critique to identify Helen’s weak points and crafted a plan of action to improve SEO, navigation and customer journey.
First of all - the written content. About us, Shipping and Returns pages have been re-written to industry standards, including required now dispatch and delivery time, shipping couriers used and the returns guidelines. Contact us page, while not visible, has been brought back and given prominent place in site’s navigation. We have created brand’s story, following short brief from Helen.
Call to Action
Each page has clearly defined CTA (Call to Action), encouraging further clicks and increasing the time customers stay on a website and browse.
Footer has been re-designed to display clear links improving customer journey and transparency. All email links have been hyperlinked to allow 1-click-contact.
The category page has also been re-styled. Previously, the products have been displayed in tight rows with 5 items in each row, making it very busy and difficult to see each detail clearly. Now, the items are showed 3 in a row, following retail’s golden rule: Less is More.
The last step was SEO (Search Engine Optimization). Homepage, as well as each page has now defined title and meta description, improving its’ appearance on SERP (Search Engine Results Page).
Helen was very happy with the changes, and also was keen to continue working with Rock paper Copy. We have advised Helen to get in touch with the domain registrar to get a professional email address matching the business name. We have also recommended staying in a certain price range and defined market in order to specialize and boost sales.