We are very proud (and a little bit excited) to announce a new project that has recently set sail, last December to be exact.
An eCommerce website for iconic Australian menswear brand, Ed Harry.
We have been working collaboratively with Ed Harry to develop an advanced digital business solution. One that focuses on being the key online sales and marketing vehicle for Ed Harry that expertly and powerfully sells products and increases online brand presence. The aim in the development of this new, premium website solution was to expertly brand and position Ed Harry to its target audiences. We are confident it provides an outstanding user experience and information access for existing and potential customers and stakeholders.
Essentially, we have produced (what we feel to be) a fantastic, scalable eCommerce site that meets key online sales principles in its easy-to-use interface.
We’ve used our weapon of choice – FarCry CMS – an open-source, enterprise content management system (CMS) used globally for great flexibility and longevity.
The website was fundamentally designed to assist with the sales process, with the aim to combat shopping cart abandonment that happens far to often globally in online sales. This means a more user-centric design. This also contributes to higher basket sizes. Win.
Key Marketing Objectives + Strategies
The rest of the key marketing objectives of the Ed Harry website refresh, and how we have achieved them include the following:
// Promote Online Presence
Ed Harry wanted to strengthen its existing presence using both online and offline marketing initiatives, particularly those that relate back to increasing organic search engine ranking. Utilising tools such as Google Analytics and FarCry CMS reporting tools (eDM campaigns) and also partnering those with any social media platform data, we will continue to gain informed decisions on how to optimise website UI and content. This is an ongoing process which we get rather excited about.
// Create Customer Confidence
Online security within an eCommerce site is not just a ‘must have’, its expected. A clear and obvious presence of business practices (including privacy, security and return policies) in order to instill confidence and trust in customers by prominently displaying clear policies, trust certificates, security badges and contact information. Additional courtesies including highlighting security on secure areas of the website to remind customers that their information is safe are also essential. These tactics create a professional-looking website that speaks about your brand values and expertise, and make a good first impression.
// Enhance Product Find-ability
Browsing (and more importantly, shopping) online should not be a chore. It should almost feel intuitive to start browsing. The design had to enable customers to quickly find and discover products by offering robust search and navigation. We don’t always take a linear path when visiting a website. Hey – we are humans, not robots. But it should be as easy as being a robot to shop online. To do this we have made viewing products easier – with all relevant products listed during the browsing process. It’s like a path of self discovery, yet totally intuitive.
// Enable Customer Decision Making
When purchasing online everything needs to be clear and straight-forward – far too often online shopping becomes too complicated. So we designed a simple, yet most concise and honest approach to displaying products and content. A cool feature, as specified by Ed Harry, is the ‘Collections’ feature. A unique feature, this functionality showcases complete outfits that a user can purchase with one click. The user can either select or deselect depending on the items they wish to include from the collection, ensuring complete flexibility and control. Again, user-centric. Also an easy feature to update from the back end for Ed Harry too. Depending on current product range and season, the pre packaged outfits take the guess work out of styling and coordinating but still allow customer complete control on which pieces they wish to purchase.
// Reduce Shopping-Cart Abandonment
Cold feet whilst shopping online? Common. But allowing a constantly visible shopping cart, and display a summary of items in the cart will keep the check-out just one click away. There is also a quick view of the shopping cart, as to allow users to browse the store and not jump back and forth between product pages and the cart. Easy as. Other convenient shopping options include gift cards, special offers, member registration, promo codes (for checkout) and back in stock notifications. These all allow great options to decrease the cold feet in shopping online, as well as a gentle nudge to remind someone that ‘X’ product is back in stock.
// Keep Registration Short & Optional
We’ve kept the registration process optional and short. Forcing registration is one of the main reasons why users don’t complete purchases – so there is also an option for express checkout as a guest, should the user not wish to sign up. Simple, yet effective.
// Streamline the Checkout
Cut the clutter and display relevant recommendations, a progress indicator, an order summary and confirmation. It should be as easy as possible to glide through the purchase process. Another cool feature to simplify the process is ‘Quick Buy’ – allowing for the user to select their desired colour, size and quantity and add to bag immediately without having to navigate to the product details page itself streamlining the shopping process.
We are pretty chuffed with the result.
We are keen for everyone’s feedback, so definitely check out the site edharry.com and be sure to purchase some of their great clothing whilst reviewing our work