Jojo Boutique’s initial brief was for the creation of an e-commerce shop in 2012 when they were looking to move into multi-channel marketing expanding services online alongside their successful shop in Sussex. In 2015 the brief was to modernise design and UX of the website, as well as updating CMS to increase the ease of usability for back-end upload of products and to streamline and simplify the user’s journey.
Initially the process started with research into Jojo’s current audience, the brands which jojo’s would be selling, and a competitor analysis. We used this research alongside e-commerce conventions to create a compelling user journey which would encourage purchase.
When we updated the site, we used the data gathered over the previous 3 years to help guide us on ways to improve the site’s navigation, appearance & promotion. As we were changing CMS’ we made sure to pay close attention to content migration and how we would hand over the site to be used by Jojo's team members
The Design & UX
A clean design was created to meet the brief of simplifying the user’s journey, and to complement the products visuals to encourage purchase. We remapped the website’s structure for optimum product browsing and provided more areas for promotion, and filtering products to improve the site’s user experience. Furthermore, we stripped out checkout to reduce the number of basket abandonments through encouraging users to follow through with their purchases.
The Marketing Strategy
SEO was a vital part of the process for Jojo’s multi-channel approach to ensure the company could be found easily online as well as the physical store. Keywords were used strategically across the site, and the site images were optimised as well as the speed of the site.
We implemented E-commerce remarketing to promote re-engagement for existing customers through email campaigns; the shop regularly sends their customers the latest offers and new product ranges. We have also run a mixture of PPC ads including Facebook & Google AdWords – including Shopping Ads, Remarketing & Search Ads.
“Huga Interpreted what we do, online, which is a really important thing…the team have always supported me with ideas and how we can move forward…and my business has been growing.”
- JO JO Boutique