Scaling Rael’s Shopify Website For the EU Market from Concept to Click.
Impact
-32.05%
Decrease in
Bounce Rates
+8.22%
Increase in
Conversions
+11.09%
Increase in
CSAT Score
Company: GetRael.com
Industry: E-commerce
Timeline: Mar 2020 - Dec 2020
Role: Creative Director
Rael is made by women for all people who bleed. Founded by three Korean American women in Los Angeles, Rael empowers women to make healthier choices through its safe and high-performance personal care products.
Main Challenge
Rael’s US website did not resonate with its users, resulting in an 85% bounce rate.
The high bounce rate on Rael's U.S. website was a clear sign that it wasn't hitting the mark with its users, compared to the industry average of 44% bounce rate. I needed to understand why our European customers, especially those into holistic health and wellness, were not spending time on the website.
Rael’s Old US Website -> 85% Bounce Rate
Indistinct product imagery failing to captivate users' attention
Absence of vibrancy or visuals linked with health and wellness
Color contrast is not compliant with accessibility standards
The Solution
Designing a “health-conscious” website for the European market.
To connect with our European customers, we made a custom website just for them. We dove into creating mood boards and checking out what our competitors were up to, all to help us make the best design choices.
I unearthed 3 key insights that significantly align with the preferences of European audiences:
Natural and organic product imagery and messaging.
Emphasis on environmentally sustainable practices.
Content focusing on women's health and wellness empowerment.
Moodboard
Research
Natural and organic product imagery and messaging
Content focusing on women's health and wellness
Emphasis on environmentally sustainable practices
Design Process
Designing and testing 3 concepts from least to most health-conscious.
Designed 3 homepage concepts, each with increasing emphasis on health consciousness. I conducted a five-second test on the 3 concepts to see what messaging resonated the most. Concept C won because of its strong focus on health and wellness.
I unearthed 3 key insights that significantly align with the preferences of European audiences:
Concept A: General health focus with subtle product placement.
Concept B: Moderate health emphasis with product and lifestyle imagery.
Concept C: Strong health and wellness focus, with a product showcase.
Least health-conscious
Most health-conscious
Concept A
General health focus with subtle product placement.
Concept B
Moderate health emphasis with lifestyle and product imagery
Concept C -> Winner
Moderate health emphasis with lifestyle and product imagery
Winning Concept
Refining Concept C to engage within the first 5 seconds.
Concept C was the clear winner, but feedback suggested that we needed clearer product imagery. We revised the hero section accordingly.
I refined 3 main things:
Enhanced product visuals for immediate impact.
Streamlined messaging for clearer communication.
Improved layout for better user engagement.
Streamlined messaging for clearer communication
Improved layout for better user engagement
Enhanced product visuals for immediate impact
Growing Pains
2 Challenges we faced while launching Rael’s European Shopify website.
We faced several hurdles during the project, each requiring a unique and creative solution:
Challenge 1: Designing a website that appeals to a young demographic
Challenge 2: Aligning Shopify design with Amazon requirements
Challenge #1
Designing a website that appeals to a young demographic.
Our design was not using enough images of diverse age groups.
Solution: We used images of young women to increase our appeal to a young demographic.
We swapped our images to younger women to increase our appeal to a young demographic
Challenge #2
Aligning Shopify design with Amazon requirements.
The product page layout needed to be reused on a few sections on Amazon.
Solution: We developed a unified design approach that was easily adaptable for both Shopify and Amazon.
1x3 layout features 3 best-selling products
Customer review with Amazon integration
1x3 layout for product recommendations
Localization
2 major considerations when designing a localized user experience.
Currency Conversion and Payment:
We enabled local currencies and integrated payment methods familiar to Europeans, ensuring a seamless and trustworthy transaction process.
GDPR Compliance:
Refining Rael's data practices aligned with GDPR regulations, ensuring user information is treated with care and respect.
Currency conversion and payment
methods tailored to European users
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Content Strategy
Shifting the strategy to lead generation content.
While designing Rael's Shopify website for the European market, I played a key role in shifting the content strategy to align with European preferences. The shift involved creating sections on menstrual health education, sharing inspiring stories and social responsibility initiatives, and emphasizing the use of organic cotton and sustainably sourced materials in the design.
Rael’s New Content Strategy
Awareness
Evaluation
Conversion
Retention
Develop holistic health content and offer a free guide for email sign-ups.
Optimize homepage, email personalized offers, and host webinars.
Showcase natural products, engage with interactive content and retarget visitors.
Send post-purchase emails, offer discounts, and encourage loyalty program participation.
Closing the Gap
The launched Shopify store.
The launch of Rael’s European e-commerce platform marks a milestone in their mission for holistic cycle care products. Through tailored design and messaging, we're empowering women with wellness and sustainability. In collaboration with Rael’s team we were able to make an impact in women’s lives.
Impact
By the numbers.
-32.05%
Bounce Rate
Decrease
+8.22%
Conversion Rate
Increase
+11.09%
Customer Satisfaction
Increase