Dressed for Success
One of Australia's trendiest fashion labels wanted to fast-track their revenue growth
Since opening its doors in 2009, Lioness has become a must-visit destination for IT girls around the world, with a host of fans among celebrities and fashion bloggers. Stocked at over 1,000 stores in Australia and spanning 12 countries around the world, Lioness is already a go-to for major retailers and boutique stores seeking a point of difference in their range.
Lioness Fashion came to Yoghurt looking to give their website a facelift. They hadn’t updated their website in quite some time, and they wanted a fresh look that appealed to their target market. One of the catalysts for this change was their belief that while website traffic was healthy, they didn’t feel they were effective at converting that traffic into revenue. The website redesign needed to address this.
As with any new project at Yoghurt, our starting point is data acquisition. We went through an intensive customer journey mapping process, investing heavily in both qualitative and quantitative research to provide hard data on the needs and motivations of a Lioness customer. Because Lioness plays in the highly competitive fast fashion space, it was important to understand why a customer would (or wouldn’t) purchase from Lioness.
We used purchase funnels, heat maps, session recordings, recent customer surveys, mouse tracking and user testing to identify where the major drop-off points were in the online purchasing process. We also used Google Analytics to track visitor flows and underperforming pages.
It took over two months to collect all of the data and put the comprehensive final report together, which then become the foundation for the new website structure and design. We used the data to build out the initial wireframes and designs, ensuring we kept everything in line with customer feedback as well as keeping it true to the Lioness brand.
The website was launched almost exactly eight months after we started the whole process, and the results made it worth the wait.
What makes Yoghurt stand out from other agencies is their seemingly relentless pursuit of data. Our website traffic was growing month-on-month, but revenue remained relatively constant. We knew our user experience needed work, but we didn’t know what our users actually wanted. Yoghurt took the time to step into our customer’s shoes and understand what makes them tick. I was so impressed with the quality of the insights Yoghurt presented to us, and the recommendations we implemented have helped drive growth across all of our digital channels.