REWRITING THE RULES of luxury shoes without the high prices by focusing on the customer first
www.tamaramellon.com
ABOUT
Tamara Mellon is a DTC e-commerce company that sells high end luxury shoes without the traditional markup prices. Led by two female co-founders, Tamara Mellon’s goal way to close the gap of women’s pay and the way they distribute their shoes by avoiding the traditional fashion calendar and empowering women to have their voice heard.
PROJECT
Optimize the core conversion funnel by focusing on the Home > PLP > PDP > Cart on the site. In addition, elevate awareness by creating a stronger brand experience that will excite and delight potential new customers and continue to drive interest with current customers.
CHALLENGES
Determine the path that most of our users enter the site in order to make a purchase and what messaging to communicate through it.
Create brand awareness with the homepage/landing page without a clear direction of the brand voice and vision.
RESULTS
With the new PDP redesign there was an increase to ATC of 9% on mobile and 5% increase on desktop. More users had a better understanding of the Tamara Mellon brand. There was more clarity about the value proposition of Free Shipping/Returns and 2 year Cobbler Care. The larger increased images and zoom functionality helped in viewing the products a lot easier.
