Throwback stands as Australia's premier destination for basketball enthusiasts, offering an unparalleled selection that spans from NBA to NBL, capturing the essence of on-court excellence and off-court streetwear style. Representing the entire 24-hour journey of a dedicated baller, Throwback boasts an expansive inventory featuring over 2000 products from more than 20 distinguished brands. Recognising the need for a seamless shopping experience, Throwback decided to make the upgrade to Shopify Plus. In working with Harry to facilitate this upgrade, the goal was clear:
Deploy Shopify Plus onto a new Shopify theme that capitalised on everything the platform has to offer, whilst making it easier than ever for customers to browse, and purchase.
Throwback was at the time using a third-party Shopify theme that was clunky and required several paid apps to run effectively. A new theme had to be implemented that would increase overall website loading times, whilst decreasing reliance on third parties.
The theme overhaul aimed to enhance customer satisfaction by addressing key aspects of the online shopping process. Harry strategically employed wireframing to outline the site's structure and user pathways. UX/UI strategies were then meticulously implemented to enhance user experience. This involved optimising information architecture, ensuring responsiveness, and refining visual elements for an intuitive and visually appealing interface. Continuous user testing facilitated iterative improvements. The outcome is a redeveloped website that now enables customers to swiftly locate desired products, navigate intuitive menus, and utilise advanced product filters, all done natively without third-party investment.
Furthermore, Harry implemented strategic personalisation features. Tailored product recommendations and up-sells were activated on the product page, in-cart and at checkout, elevating the shopping experience, and fostering a sense of curated discovery. This was supported by free-shipping banners, to increase AOV at each stage of the buying journey.
The outcome of this project was nothing short of remarkable. In the first 50 days following the launch, Throwback saw a significant YOY increase across key metrics:
Average Order Value: +14%
Online Conversion Rate: +17%
Online Add to Cart Rate: +26%
Page Views Per User: +66%
Average Engagement Time: +35%
Throughout this meticulous process, collaborative efforts were undertaken between Throwback and Harry to ensure the website redesign aligned seamlessly with the brand's identity and customer expectations. The result has been a remarkable success, with the revitalised website exceeding expectations and showing significant growth across the board. This achievement not only reflects the brand's commitment to excellence but also underscores the transformative impact of an enhanced online platform in driving sustained business growth.
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