Closet Redefined - Website Consultation

About the brand:
Closet Redefined is a full-service bespoke tailoring company that specializes in wedding, formal, casual wear attires for men, women and kids. Closet Redefined is dedicated to bringing the beauty of every person to the forefront of their exterior through the style choices they make. The outdated interface and the lacklustre experience of the website were making it difficult for the brand team to market and sell their products to yield sufficient growth and ROI.

Challenge:
Their goal of expanding into new regions across the US and UK proved challenging. Closet Redefined approached us to consult them on changes required in the interface to expand their business and meet the needs of their customers.

Our Approach:
Our first step in any project is to identify the weak areas. This establishes where our focus and attention will yield the most positive, impactful results. We quickly realized that the website was sporting an outdated and unprofessional design. This caused prospective customers to question the quality of the product, which was hindering their ability to meet sales goals. Pop-ups are meant to increase visitor's engagement, improve the brand's sales funnel and capture more leads. However, upon being directed to the website, the website featured a pop-up that didn't connect with its audience base, the pop up on the website mentioned that the users would get surprise offers. A clear CTA was required. From the very first screen, we wanted the user to feel like they were actually having an intelligent conversation with their screen and so, we consulted the brand to add a bit of “gamification” to the site by using "Spin the wheel" to turns ordinary processes, like signing up for a newsletter, into a fun and engaging game. This could increase conversions, sales, and revenue and promote high-value products and new launches on festive occasions. On other occasions, we consulted the brand to let the visitors know what they are in for by offering a 10% discount immediately upon signing up on the website. We also identified that the main product interface was clunky and visually outdated. It lacked quality content and the design hindered many visitors from exploring further. We consulted the brand on how quality content would help the brand win the trust of its audience and generate more sales. We consulted the brand to have a visual product story with improved navigation and filtering. When we moved on to our "Specialities" page on the website, we found the content to be very descriptive yet not concise. This had a negative impact on the user experience. We generated a few sample content ideas for the brand that had the potential for its visitors to stay on the website for a longer duration and engage with the brand. The FAQs section of the brand had 30+ questions, some of which were irrelevant and confused the user, we consulted the brand to restrict FAQs to 10. The ordering process detailed on the website was not seamless and asked users a lot of questions followed by a confirmation call with the brand. Users are lazy and don't like to fill in so many details manually. We suggested that the website should have a drop-down option for users to fill in details and that the brand should offer video consultations for their clients as each client to minimise the efforts put in by the user.