- Client Success Story
Thirty Axis
AI Assisted Product migration and Detail Page Conversion Upgrade
Personalized Interior Decor
Elkhart, Indiana
UI/UX, Brand Strategy, Web Design, Content Strategy, Product Migration, User Path Analysis
What we did:
Content strategy consultation, migration of product database, brand narrative writing, and a rework of the user interface on the product detail pages to increase Conversion.
THE CHALLENGE:
For over 10 years, Thirty Axis has been creating unique, heirloom quality works of art featuring your favorite places around the world and turning those places into keepsake decor through their unique map creation process. The challenge for this family business was that the platform they were on (Etsy) had recently flooded with cheap knock-offs that were undercutting their pricing with inferior craftsmanship. This business needed a more compelling narrative to distinguish their maps as a totally different level of quality and customization. To do this they needed a less confusing order process and needed to move their conversion path into their own website to remove those copy-cats from showing up along side their works of art.
They engaged with our CRO Program to tackle this set of challenges. We managed the product data migration, the brand story improvements as well as the UI/UX updates that they needed to simplify their conversion path.
THE APPROACH:
PHASE 1 – Ai Driven Product Import
To start out, we noted that their existing website was showing an incomplete library of their products, as well as many at higher pricing due to difficulties syncing products between Etsy and Shopify. We tried some of the automated export import processes, but due to the custom nature of their products any import automation we tried failed to bring the data over without wiping out features of their products. We needed a repeatable process to keep the 2 systems in sync. So we turned to AI to help. Chat GPT was utilized to craft scripts that would allow for the exported spreadsheet to have the data rearranged to flow properly into the Shopify platform.
PHASE 2 – Content Strategy
There was still a lack of detail about the artistic process and finished quality that Thirty Axis put into each piece. Therefore, we added a lot of new content to their existing design to present their brand story and showcase it as a reason to buy. We added a new about us page content, a new FAQ page, as well as rewriting most of the content on the homepage to better present the brand story at every key part of the user path.
PHASE 3 – User Interface upgrade for the Product Page
We then ran analytics and performance assessments to better understand what their traffic was doing on the website. How they were engaging, where they scrolled down to, which pages had the highest dwell time, bounce rates, and exit page statistics were all reviewed. There was an abnormally high exit rate from the PDP pages and this was along with a high dwell time. Indicating friction at this step in the user path. This can often be resulting from a potential user frustration or confusion as it was in Thirty Axis’s case.
The user-interface on both the Etsy and Shopify interface is less than ideal when it comes to multi-variant display. The issue stems from that with their products several frame and depth options are only available for certain sizes, but this is very hard to show in a select drop-down. Meaning that if you chose small or medium sized map on the first select, you would not see the 3D option, or the several frame options at all on the next selection drop downs.
We decided that image-based product options would be the best approach to make this interface more intuitive. We sought out an app to handle the new functionality and designed the look of the buttons that were installed in place of the select drop downs. You can see pictured on the right that if, for instance, a large size is chosen, then the ship wheel is faded out – to indicate that you can’t have that frame option. Similarly, if the XS, S, or M is chosen, the 3D map style will be greyed out to indicate that this is not available in this size. We
THE RESULTS:
Thirty Axis reported improvements to their Add to Cart numbers and we saw a substantial decrease in the bounce rate of their product pages overall. Throughout the testing time period there were a few anomalies which prevented us from getting statistics that we could fully trust, however the global bounce rate and click through rate from the home page to the PDPs were greatly increased.
Delved deep into understanding of Thirty Axis's target audience, industry trends, and competitors, which shaped our content strategy.
Improved dwell time, reduced their bounce rate, and drive more traffic Add to Cart by simplified UI on the Product Detail Page.
Monitored and analyzed key performance metrics to continually optimize the digital marketing strategy, ensuring the maximum return on investment.
Unique, heirloom quality works of art featuring your favorite places around the world
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