Plain Clothing Store: Year Over Year Growth
Summary & Brief:
Client:
Morrisville, NC
Our Scope:
eCommerce website design, landing page design, ad copy, ad creative, graphic design, logo design, and SEO optimization.
Objective
To develop a best in class eCommerce experience for a breakout brand. Create branding that would resonate with a broad audience, and help Plain. to position itself well in the market.
Build content that would not only help with SEO performance but tell the brand story while be educational to customers. The site would also need be accessibly designed, contain unique imagery, and product content would need to be descriptive, yet, match the tone of the brand & developing a memorable logo, branding, and position.
Ultimately cumulating to assist Plain Clothing Store to position itself well in the eCommece space, perform high in search, and from the eCommerce site, achieve at least 20% in traffic from organic performance, 7% of sales, and maintain a bounce rate under 45%.
Solution:
Built and designed a engaging, and unique, frontend experience that spoke to the overall brand positioning of: bland, standing out being plain, monotone, and unexciting. Most brands in the space look to stun and truly standout by being noisy. Plain's beauty is that is stands out by going against that grain. Not flashy, to the point, and bland. The logo design also exemplifies this, being to the point, simple, and not flashy. The concept allows the brand to be easily remembered, as does the black and white color scheme.
The Markiserv team, after the branding had been finalized, built the content to be featured on the website, and ad copy. This stretched to imagery throughout the website, page content, verbiage, navigation, footers, themes, and product descriptions. Additionally we edited the alt text, image names, and color schemes to make sure Plain's site was accessible, while also being search engine competitive.
Finally, we provided a 5 year growth plan for their eCommerce site, branding changes, and consumer friendly integrations like a live chat, and rating systems that would help further performance.
After this was completed we exceeded forecasted benchmarks:
2022:
- Bounce rates: 38% average on site
- Organic traffic revenue: 11% of revenue generated came from organic
- Organic traffic acquisition: 22% of sessions came via organic traffic
- Sales performance overall: 23% increase from previous year
2023:
- Bounce rates: 26%
- Organic traffic revenue: 13%
- Organic traffic acquisition: 35%
- Sales performance overall: 25% increase
2024 (Until September 2024):
- Bounce rates: 16%
- Organic traffic revenue: 18%
- Organic traffic acquisition: 35%
- Sales performance overall: 40% increase against previous year to date