The project involved a site refresh and an upgrade to a more premium Shopify theme. We migrated Something Glam’s existing online store from Out of the Sandbox’s Turbo theme, to Out of the Sandbox’s Flex theme – which enabled for greater CSS customisation and better functionality. The site was designed primarily to strengthen the brand visuals of Something Glam, resultantly, imagery and creating texture to the site were a core part of the project. We did this by using simple illustrated graphic design, coupled with many stylistic CSS customisations – for instance, custom borders and different coloured content backgrounds.

The site features a central mega menu navigation system that allows for its customers to filter content by dress size, clothing type, style, brand etc. It allows contains other snippets of information such as postage cost, an information menu, as well as showcasing specific promotions and products (both with images, and text-based). Increasing sales conversion was a large part of this project. Our team focused heavily on the design of the collection and product pages. The site contains advanced filtering, tab filtering as well as colour swatches on the collection pages – as well as secondary image hover. The product pages contain bread crumbs (for easy navigation), image scrolling product pages – as well as split tab product information.

The project involved a mixture of studio photography, ghost mannequin photography and lifestyle photography. All of the images have been edited post-production using Adobe Lightroom and Photoshop. Some of the images present on the site were shot by the wholesaler – to give a uniform approach to all of the photos our team doctored each image to ensure that it has the same lighting and background. Our team also ensured that each image used the correct SEO principles, to promote organic traffic. To promote standardisation and increase efficiency we automated these processes with Photoshop.

Our team was tasked with the setting-up and optimising of Something Glam’s multi-channel sales campaign. We used multiple sales channels including Something Glam’s online Shopify store, Facebook, Instagram and eBay. We used a variety of marketing methods to stimulate and increase sales including the use of both paid marketing (Google Ads, the Meta Business suite, eBay promoted listings), organic traffic campaigns (Facebook and Instagram posts, referral marketing and discounting strategies. We were focused on performance optimisation and used data to drive marketing strategies and increase conversion. Our team recommended for Something Glam to predominantly focus on generating organic sales due to its relatively low marketing budget.

With a relatively low ad spend, our team were able to generate a 300% increase in sales revenue, a conversion rate of 5% across its online store and 2% on eBay (which is deemed as excellent due to the saturated nature of low budget retail clothing) resulting in 1000’s of sales, 15% of which were international.

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