Objective:
Allen Edmonds needed someone to update content on their e-commerce website on a regular basis. The goals were to drive conversion, illustrate why they made each product, and to demonstrate their expertise on men’s style and shoe care while maintaining a high-end, masculine look and feel.
Process:
I collaborated with 20+ people to complete the content for this Landing Page project.
- I worked with the marketing manager and creative director to determine the promotions cadence and plan website content updates accordingly.
- I directed the senior copywriter, giving him a general idea for each message to convey, and he came back with beautifully written text.
- I worked with the product development teams to ensure the shoes, apparel and accessories they worked hard to design and source were being represented in the best light on the site.
- I interviewed store managers to find out what questions customers ask in the store.
- I worked with planners and analysts to ensure top selling products or products with a lot of inventory were presented prominently on the website to sell through more units.
- I also used Google Analytics and worked with e-commerce analysts to figure out places on the website that had low conversion rate and I subsequently updated the content on those pages to increase conversion.
- I learned customer pain points during their entire online shopping experience from audio and video user testing footage.
- I conducted 1-2 monthly A/B tests to find out the most effective ways to display content.
- I created mock-ups and wireframes, and I presented them to the Director of E-commerce and Vice President of Sales for feedback.
- I edited photos in photoshop to create attractive compositions and I coded components using current SEO and ADA compliant standards.
Deliverables:
- Html/CSS
- JQuery
- Salesforce
- UI Design
- UX Design
- Wireframes
- Responsive Design for All Devices
- Photoshop
- Google Analytics
- SEO and ADA Compliant Content
- A/B Tests
Outcome
I was able to tell Allen Edmonds’ brand story, deliver educational content in an intuitive way, and keep the website looking as high-class as their products. My work directly resulted in:
- 600k monthly visitors reached
- $1M+ weekly e-commerce revenue
