- Client Success Story
Fairy Tales Inc
A Decade of Ecommerce Conversion Improvement
Gifts & Collectible Boutique
Lombard, IL
UI/UX, Brand Strategy, Web Design, SEO Evaluation, Performance Evaluation, User Path Analysis
Overview
Establishing and growing the brand while improving ecommerce performance over more 8 Years
Fairy Tales is a family-run boutique nestled in the heart of downtown Lombard, IL, offering a diverse selection of home décor, distinctive gifts, collectibles, and clothing. Their website, fairy-tales-inc.com, first underwent a redesign in 2013 and has continued to develop since. With their e-commerce business booming in recent years, owners Jim and Rochelle Pokorn are preparing to retire, passing the business to their children.
THE CHALLENGE:
Back in 2013, Fairy Tales was a small boutique that carried some hard to find collectibles and they wanted to bring their inventory online. They worked with Eric to establish the initial brand style and functionality to help them grow. Then over the next decade they continued meeting for consultation, content strategy, and even a brand update in 2020.
Baseline Revenue in 2015
Increase in Revenue in 2020
Increase in Revenue in 2023
THE APPROACH:
We designed their first website into our own proprietary ecommerce solution, 123-Kaboom, which allowed us to customize the experience extensively. In addition to the User Interface Design discussions, we also talked extensively about some of the Critical Content Strategy needed for their market. As one of the sole distributors of some of the most sought after collectibles, the content strategy revolved around making sure that these products were properly featured and then building an email base around new releases. We also employed many SEO best practices to ensure that they came up on searches for these rare figurines.
Over the years we ended upgrading the ecommerce platform to NopCommerce to better handle the extensive size of their catalog. We met for regular site audits which revealed multiple ways that their user experience was not meeting best practice for ecommerce User Interface design (UI/UX). We were able to identify several confusion / distractions points along the path that could be improved.
We assisted in rebranding the logo and print collateral, and also wanted to connect the user experience online to their in store rebranding. So we added the mint stripes from their gift bags and incorporated these into the website and email campaigns.
THE RESULTS
Fairy Tales reported improvements to their performance throughout the next 7+ years. Dramatically improving the revenue of the store and the website with each passing year. They have established themselves as the industry leader on a few of the most sought after collectibles. With the very strong market presence they have developed, and their more curated brand style/story, they are primed for ongoing growth and improvement.
Gift & Collectible Boutique
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