Alterations by R.C., Web

Crafting a new visual identity and optimize booking flows to attract more in store customers.

Web Design
2024
Project Overview

THE NOVELTY OF BUSINESS CEASES TO ATTRACT CUSTOMERS

After a few months, site visits and customer acquisition started to down.

Two week before opening it's doors, the owners of Alteration by R.C. reached out to me to design their website. With the limited time frame, I decided to build an MVP that would inform potential customers of the business’s services and hopefully draw them in-store.

After building the MVP, I noticed that site visits were not transforming into conversions.Upon discussing my findings with the clients, we decided to revamp the site with the focus to drive sales and customer acquisition by improving the booking appointment flow and updating overall look of the site.

TEAM

Solo Web Designer

discovery
WHAT AM I TRYING TO SOLVE?

Small businesses depend on online presence to acquire customers

Alterations by R.C.’s first website was not yielding in-store customers or enough revenue. Despite the site getting frequent visitors, not many of those visitors walked through the doors. Hence, the business needed a site that did more than just let people know of the business’s existence. It needed a site that would attract customers and drive sales.Additionally, the navigation and user flows needed an update. Based on the chat messages left by potential customers, there was a navigation issue with the site. Customers frequently called to learn more about services and other relevant information that was already on the site.

Research indicates that a business's online presence influences customer perception and acquisition.
HOW DID THIS IMPACT THE BUSINESS?

From awareness to conversions, facilitating communication and appointment bookings to get more customers in store

The initial website was not leading potential customers into the business, despite establishing awareness. As a result, the business was suffering. While it’s common knowledge to small business owners that the first year is always difficult, many still hope to start making up for expenses. Sadly, with few customers coming through the doors, Alterations by R.C. was struggling. My job was to help the business make it through the year and longer, so it was crucial to find solution quickly.

research
Secondary Research: Google and Wix Analytics
Based on the insights gathered from Wix Analytics, very few our customers were getting past our homepage— increasing average session times and bounce rates. This behavior was also evidenced in the amount of messages sent asking about information that was already listed on the website.

POOR NAVIGATION FRUSTRATES USER JOURNEY

Users did not move past the homepage because they couldn't find links to other pages.

A few months after publishing the first site, the clients and I began to notice that nothing was happening. The amount of customers coming into the store had plateaued and the business was not seeing a growth in return customers. Additionally, the business was receiving messages from potential customer asking for information that was already listed on the site.

Taking advantage of the website builder’s tools, I was able to gather information on user behavior, and I learned that 65% of new users remained on the homepage. Of those 65% new users, only 11% became leads.

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Additionally, I noticed that many users did not move past the homepage. 43% percent of users dropped off after visiting the homepage.

Sankey diagam representing the drop off rates at home and sale site pages

This eventually translated into customer support requests. Over 50% of messages in site'sibox were related to navigation issues— customers were unable to find information available on other pages.

PROBLEM STATEMENT

How might I create a unique website that drives conversions and sales for a small business?

PROBLEM/ OPPORTUNITY SPACE
CHALLENGE 1: SITE NAVIGATION CONFUSED USERS

How might I fix the navigation so that users can find relevant information quickly?

CHALLENGE 2: VISITS DID NOT YIELD MORE BOOKINGS

How might I make it easier for users to book fittings faster and without too much hassle?

IDEATION
PRIORITIZATION MATRIX

There were many features I wanted to include the site. These features were a way to connect the customer the process and foster more communication between customers and employees. However, the many functionality of the site was to provide information.

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CRAZY 8s AND LAYOUT IDEAS

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Early versions of the site had a three tiered structure for content placement. Most tailoring websites relied on images and videos to convey information about the business to potential customers. I wanted to do the same for Alteration's by R.C.'s website. Including videos and iage about the business's services would help users connect with the business. Another important design choice that I arrived on was to limit the nuner of CTA buttons on the homepage. I did not want to make the users feel pressured.

Two features that I wanted to include in the site were log-in portals for users and localization. The user portal feature would allow user to track and see the progress of their clothes.

The early iterations considered the many possible uses for the site, usig I beyond a simple landing page. I wanted to allow the customers to be part of the alteration process beyond simply dropping off their clothes.

The new site was meant to be interactive and bring customers closer to the business.

The early site divided the services into two different pages, one for men and one for women. It also included a log in portal where users could keep track of past garment alterations and also virtually try on clothes .
Designs
SOLUTION 1: CLEARING UP NAVIGATION

DRIVING USERS TO BOOKING APPOINTMENTS

The original site had a small hamburger menu with all the links to the other pages

Users were not booking appointments because it was difficult to find the links to those pages.

A main issue with the site was the poor navigation. But, the navigation was not poor because it lacked links, but rather because it did not rely on designs that users were used to. On desktop sites, users are accustomed to horizontal navigation menus, with clearly displayed links to other pages.

However, the early version of Alteration's site had all the links in a hamburger menu at the top left. Sadly, many looked for pages that informed about services and pricing, but that information was hidden in the hamburger menu. This resulted in an increase of inbox messages from potential customers asking about prices and services and few loyal customers.

I resolved the issue by opening up the navigation menu and making the journey more intuitive for users too so that they could find all the information they needed before booking an appointment.

SOLUTION 2: OPTIMIZED CTA PLACEMENT

MAKING THE MOST OUT OF CTAS

I increased the number of CTA, but placed the strategically in the hero section of the site. I also surrounded it with relevant content to give context to the action.

Driving customers schedule more booking appointments.

The main issues for the appointment flow were the misplaced CTAs and the lack of sufficient information for customers. Instead of having the booking CTA in the corner, I placed it closer to the services carousel to give it context. I also reduced the number of steps it took for a customer to book an appointment, thus lowering interaction costs and increasing the likelihood of customers completing the task.

Additionally, I increased the color contrast to make it more visible. The original CTA button had poor color contrast between the letters and background making it difficult to distinguish from the page.

To move customers through the conversion tunnel, I programmed automated reminders to reduce the number of cancellations.

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FINAL DESIGN
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TAKEAWAYS

Notes on creating an MVP

This project was bit of a challenge as it coccured in parts. The first stage of this project was to to create a MVP site what woudld inform potential customers about the store. However, there was no definite concept behind the business and everything came together very quickly. But, over time, I and the clients as well realized that the busnss needed a presentation and design. After convincing hem, we were able to go ahead and create a concept for the business. Everything was intentional and geared to the type of feelings we wanted customers to feel when encountering the business.

Many small business owners do not like to invest in a full brand identity and website because they are a small business. Branding and design is usually associated with larger companies. Additionally, these services mean more money.

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