Solutions
We generated solutions in 3 key areas:
🛍️ Managing story-to-shopping ratio
📈 Streamlining features for vendor success
📦 A vendor-centric inventory model
🛍️ Managing story-to-shopping ratio
Our solutions revolved around making it easier for customers to opt-in to learning more about designers while remaining engaged with the shopping experience.
Brand descriptions were capped at the length of 2-3 viewport lines before showing the read more button. It was just enough to bring out the brand’s personality while showing enough product to pique shopping interest.
My original Wordpress layout included long-form, blog-like Brand Story posts. However, not only did the heatmap data show that this received few clicks; some users thought they would be redirected to a shopping page instead.
We remodeled the Brand Story page to a side tab that people could open mid-shopping experience, like a product tag should a customer want to know more about where their clothes came from. This does not redirect to a new page, but instead remains within the user flow.
📈 Streamlining features for vendor success
We had the freedom to build our CMS for fashion specifically rather than e-commerce broadly. We left many Wordpress features behind and made room for features that allowed vendors to engage with customers and strategise for increased with conversions.
New features included a system to collect customer inquiries and setting up coupons due to a large amount of requests for promo-setting features.
This also gave us room to build e-commerce reports that vendors could download at their own time while selecting metrics that mattered to them.
📦 A vendor-centric inventory model
To realign customers to the correct mental model of THE LABEL SG’s inventory system, we rearranged important displays of delivery information and increased direct customer touchpoints with vendors.
Most visibly, our order tracking system splits the progress between different orders within the same order. Customers more clearly view what is coming from where.
Customers used to frequently write in to our general email to ask where their orders are, especially if one vendor’s items were delivered first.
Given this, we created an inquiry management system where any inquiries about order status are sent directly to vendors.