An online sportswear store for women
Improved the brand’s online presence: updated the design, added features and increased the site performance
ECommerce
USA
2023
About the client
The Bona Fide company produces stylish and functional sportswear that emphasizes the body curves and helps women feel confident. The brand grew out of the founder’s idea who one day couldn’t find the right workout clothes and came up with a new design by herself.
Today, Bona Fide is a modern 29,000 square foot production facility with advanced on-site equipment. The company produces more than 18,000 products every month, covering the entire cycle — from idea and design to direct sales to the end customer.
The target audience of Bona Fide is women who want to look confident and attractive, appreciate the original design, convenience and quality of clothing.
The brand was actively growing and attracting more and more customers. For this growth, it was necessary to optimize the site and update key pages design. The client’s team developed the website design and was looking for specialists who could integrate it into the site, and at the same time add new functions and integrate several services.
The client contacted us with a request to update and technically refine the site on the Shopify platform in order to improve user interaction and increase productivity.
Our team was tasked with the following:
- Integrate a new design — adapt the website interface to a new design from the client in order to emphasize the unique style of the brand and improve visual perception.
- Increase user engagement — implement a loyalty system and simplified registration to encourage repeat purchases and retain customers, as well as implement a feedback system on the site.
- Perform technical optimization — reduce page loading time by optimizing code and images.
- Implement analytics tools — set up tools to track user behavior on the site and analyze the effectiveness of marketing campaigns in order to better understand the audience needs and respond quickly to changes.
Solution
- Adapted the website design to the layouts from the client in order to improve the brand perception.
- Simplified the registration process by adding the ability to quickly log in via social networks.
- Implemented a loyalty bonus system and tools for convenient work with reviews so that the administration can respond more quickly to customer requests.
- Optimized the site’s code, which significantly increased its speed.
- At the end of the project, marketing analytics tools were integrated to track user behavior and improve the effectiveness of advertising campaigns.
Working on this project was convenient and productive for the whole team. The customer provided a modern design, which we adapted to the requirements of the Shopify platform. We focused on the layout of the key pages — the Main page, the Catalog, the Personal Account and others, carefully checking the correspondence of the layouts in style and functionality.
One of the important tasks was the integration of the loyalty program. We have implemented it into the personal account and provided users with a user-friendly interface for working with bonuses and discounts.
The project turned out to be quite comfortable in terms of implementation. All integrations went smoothly, and the interaction with the customer was clear and constructive. Regular feedback allowed us to make the necessary changes quickly and avoid misunderstandings.
In addition, we have optimized the site in terms of design and performance. Removing unnecessary applications and optimizing the code contributed to an increase in the speed of the site, which, in turn, had a positive effect on the user experience.
As a result, the project was completed successfully. The conversion rate has improved, and the site has become more user-friendly and faster for users. The work with the customer and the team was organized efficiently, and all tasks were completed in accordance with expectations.
Implemented features
New website design
Updated the design
The key pages of the site have been adapted to the new design: the main page, the catalog, sections of popular products and products by category, personal account and contact information.
Updated fonts, buttons, aligned margins and optimized other visual elements. As a result, the site has become not only more attractive, but also user-friendly.
Menu without unnecessary elements
Optimized the menu
We improved the mobile menu structure and added the ability to quickly switch to the loyalty program.
The menu for the desktop version has been made more compact so that it takes up less space on the screen and creates a sense of cleanliness and organization in the design.
All the necessary functions of the menu remained in place.
User registration page
Added authorization via social networks
Now users can register and log into an account in one click, which greatly facilitates the process and increases conversion.
Updated shopping cart interface
Improved the personal account and the shopping cart
We have set up a personal account with functions from Shopify: password recovery, viewing order history and personal data management.
We added the “View Cart” feature, which simplified the shopping process and allowed users to control their orders.
Product filter in the catalog
Added a product filter and optimized the catalog
We have set up advanced filters and product search using the Shopify Product Filter application & Search.
Now users can quickly find the products they need, filter them by various parameters: category, color, size and other characteristics corresponding to the layout.
We made the filtering more accurate using meta fields, which allowed us to build the logic embedded in the layout. Now users will get a personalized experience and will be able to choose products for purchases faster.
Additionally, we have improved the display of logos when loading goods.
Recommendations with new settings
Worked out the functionality of the recommended products feed
We have implemented several additions to the recommendations:
1) Implemented the Complete Your Outfit module, which offers products for creating kits. The module also allows customers to quickly add additional items to the shopping cart.
2) Improved the algorithm that helps to automatically select the right products in the recommendations.
3) Added the ability for site administrators to adjust recommendations manually. The product selection can be updated based on current trends, promotions, and new arrivals.
All of this helps drive additional sales and increase the average order value.
Product reviews section
Integrated feedback system
We have implemented a review and feedback system so that customers can share their impressions, strengthening trust in the brand.
Bonus system in the personal account
Integrated the bonus system
The loyalty bonus program was integrated through the Loyalty Program application. Now users can manage the loyalty program, track their bonuses and get access to exclusive discounts directly from their personal account.
We have also set up a discount calculation in the cart, so customers can see the current offers right away, and added a convenient link to the loyalty program page through the main menu.
Social media section
Added integration with social networks and ad blocks
The Instagram block with popular products allows users to see trends directly and keeps in touch with the brand’s audience.
We have created a “Want to collaborate” page through which bloggers and influencers can apply for cooperation with the brand. This helps the client expand their reach and strengthen reputation through partnerships.
Increased website speed
Optimized the speed and performance of the site
To make the site work faster, we carried out a comprehensive optimization. First and foremost, we optimized the loading of icons and images, which significantly reduced page load times and improved the user experience, especially on mobile devices.
We eliminated redundant code elements and removed unnecessary apps and builders that were making unnecessary changes to the theme and slowing down the website.
This not only improved performance but also enhanced the overall website stability by eliminating potential sources of crashes and conflicts.
Pop-up offering to subscribe to the newsletter
Set up analytics and marketing tools
We integrated Google Analytics and Facebook Pixel for detailed tracking of user behavior and more precise targeting of advertising campaigns.
We have implemented a bright pop-up window for collecting email addresses. It offered subscription discounts to visitors, which helped to increase conversion and turn more site visitors into customers.
Stages of work
Frontend
The brand works well with visual content, so it was important to accurately transfer the concept to the finished site. The client provided the layouts, and we adapted them during the frontend.
The site turned out to be not only attractive, but also meets the requirements of Shopify. The pages became dynamic, harmonious and provided users with a positive experience of interacting with the brand.
Backend and integrations
We have integrated analytical tools (Google Analytics and Facebook Pixel) to collect data and optimize advertising. We have implemented applications for working with product filtering, reviews and a bonus system.
These solutions made it possible to expand the functionality of the site and make it more customer-oriented, increasing the involvement of the target audience.
Performance testing and optimization
We tested each function, checked the correctness of the display on mobile and desktop versions, made sure of all integrations reliability and promptly eliminated the identified shortcomings.
To improve performance, we removed unnecessary integrations such as Globo and Qikify, which caused conflicts and slowed down the site. Thanks to these measures, we have ensured high stability and optimal performance.
Results
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Increased the site conversion rate
After updating the design, refining the functionality and optimizing performance, the conversion rate of the site increased. It has become more user-friendly, and as a result, users are more likely to complete their purchase.
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Increased audience engagement
The loyalty system and improved product filtering contributed to higher customer engagement, which also resulted in a 20% increase in repeat purchases.
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Accelerated page loading, which reduced the bounce rate by 25%
Removing unnecessary applications and integrations ensured the site stability and speed.
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Improved the user experience
After updating the interface and adapting the design to all devices, users began to spend more time on the site. The menu structure and improved filtering elements made the shopping process more convenient, as a result, users began to add more products to the cart and make more purchases.
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Strengthened ties with the audience
The introduction of an Instagram block and a page for submitting applications for cooperation with bloggers and influencers expanded interaction with the audience and strengthened the brand in the sportswear market.
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