Ready for mobile

The first problem to be immediately identified was the lack of responsive design, meaning that the website didn't look great on mobile or tablet. Everyday more people are browsing on mobile devices, with most sites attracting over 50% of their traffic from them. The number of people that actually buy on mobile is still low, but it's important to help people browse your range on all devices whilst they learn about your product and move towards a buying a decision.

After only 2 months from the relaunch, Target Dry report a 16% increase in orders from mobile and tablet.

Another main change was the introduction of larger, hi-res photography on the homepage, to introduce collections and for product descriptions. Evocative lifestyle photography is great for setting the mood of your brand and inspiring a purchase.

Merchandising was also addressed and optimised with a new menu with clearer options that go beyond just Men's, Women's and Kids. Return visitors can find new items in the 'New in' section, and the 'Sale' section is great for bargain hunters.

The all-important Inspiration tab in the main menu leads to the blog area, which allows the brand to engage with their target audience not just on the practical qualities of their product, but on an emotional level too. It's all about a love for adventure and for the great outdoors. 

Easy to browse

Starting from the newer, bigger, simpler menu, collection pages are now also complete with filters, such as colour and price.

Since many products come in several colourways, handy colour swatches have been added to each page so that the shopper won't have to navigate away to see the alternative.

Tabs have also been added to each product, with a full description, a size chart and complete Delivery & Returns instructions. This provides the customer with everything they need to make a buying decision.

As a results of all of the above, Target Dry are currently experiencing a 15.3% increase in online sales.

The product page also incudes a Related Items carousel to help customers find the right item.

Reviews are hugely important for a brand that prides itself on product quality. Target Dry have managed to collect tons of positive reviews about their products, so we chose to showcase them prominently, which instils a great sense of quality. It was important not to lose the reviews and comments received in the past, so we found a solution to import and incorporate them all.

To further the social proof, we made use of the large number of clients testimonials Target Dry have received to create a Reviews tab in the footer. This leads to aTrustpilot page with an impressive overall score of 9.6 out of 10 for quality and customer service. Finally the website does justice to the tremendous product and customer service achievements of this brand.

The purchase process

We used Shopify's responsive checkout to ensure that completing an order is as easy as possible on all devices. To improve the purchase process further we styled email notifications to look on-brand and work on mobile, and we added an upsell pop-up at the checkout stage to increase order values.

You can view the new Target Dry website here.