How redesigning a jewelry eCommerce store on Shopify led to a huge increase in sales in a short time

ANA BÁEZ

TIAHRA, a women's accessories and jewelry store in Madrid with two physical stores, recently embarked on a website redesign with Teipe Digital. The company wanted a new website that better reflected the brand and products, and was also more intuitive and user-friendly for customers. In this article, we'll look at the redesign process and what factors they took into account to carry it out.

Why did we see the need to redesign this e-commerce to improve its sales?

TIAHRA’s website redesign is a perfect example of how a simple and effective new interface can help boost traffic and conversions. The company, which sells accessories, noticed that after several years of launching its website, the online store was not converting, with very low traffic and a very high bounce rate. With a new design focused on simplicity and ease of use, TIAHRA was able to significantly improve its conversion rates and regain lost traffic.

Main objectives:

  • Image makeover: it was necessary to refresh its image to a much more modern and simplified one, while maintaining its corporate identity.
  • Navigability: one of the crucial elements in this e-commerce redesign, focused on allowing visitors to quickly find the desired product.
  • Optimization: a must for any online business!
Sample of the online store before the redesign and proposal to be carried out by the Teipe Digital team
TIAHRA Jewelry eCommerce

Performance history regarding your navigation and conversions

Tiahra, a small women's jewelry company focused on the 30-60 age group, with a strong social media presence, has been operating for almost ten years in Spain.

Their website, however, did not reflect their success and experience. The design was dated and the colors were not appealing. The navigation was confusing and difficult to use. In addition, most of the images were in different formats giving a messy and inconsistent appearance. The template was custom-made at the time but there was no way to navigate, any changes had to be made by code, making it difficult for the store owner to make changes, and therefore it was not updated regularly as it should have been.

Overall, its performance according to Hubspot 's Website Grader was 6/30, basically due to having a disproportionately large page size for the number of products, too many page requests that slowed down its speed, which reached almost 40 seconds in loading, being so slow it greatly affected its conversions and sales. The images were very large, took a long time to load and did not adapt well to other devices.

Fortunately, in terms of SEO, they were doing very well, although none of the images had their alternative text, so the possibilities for improvement in this aspect were also positive.

Collections created to facilitate navigation in the online store
Navigability in TIAHRA

In short, TIAHRA’s website was in urgent need of a redesign to match the company’s success and brand image on social media.

Proposal for navigability in the web redesign

Once TIAHRA's website design was analyzed and areas for improvement were identified, a new design was proposed in Shopify focused on improving the user experience. As expert Shopify partners, one of the most important things we saw necessary was to implement a native Shopify template, thus ensuring that the selected template would bring good results, verified by the platform itself, in addition to allowing the brand's founder to edit his own online business.

A detailed analysis of the structure and content of the website, as well as its design and navigability, was carried out. Based on this analysis, a series of recommendations were drawn up for the redesign of the website, highlighting the structure of the website itself, creating different collections that could guide the user through the website, easily finding the product they are looking for, thus making navigability much more effective and therefore reducing the bounce rate.

At the product image level , photographs were taken of each of their products using the same parameters, same angle, same light, in order to provide consistency in their brand identity. Much more descriptive product sheets were created to leave no doubt in the air and ensure their conversion.

The importance of a descriptive product sheet both at the image and text level
Optimization at the photographic level
From the perspective of customer-relevant content, the page did not reflect the essentials:
Handmade products, betting on sustainability and slow fashion, pure craftsmanship and unique designs...
Moving away from ordinary jewelry brands and moving closer to personalized and high-quality design. Bringing to each page and each product, cultural touches that make this brand stand out in design: the touch of the exotic of India, the meaning of each stone reflected in the personality and character of each piece, creating timeless jewelry inspired by its landscapes, its culture, its colors and stones.

The importance of product sheets in an online store

Much of the low conversion rate of this online jewelry store in Spain was due to a product listing that was not very descriptive. When buying online, the visitor has no idea of ​​the volume, texture, or shine of the product they want to buy. Photography plays a vital role in this aspect. Therefore, a series of highly descriptive product photos was created, emphasizing the light projected by its reliefs and precious stones, so that at a glance it could be seen whether the stone was translucent or not. In addition, photos were taken from many angles to be able to appreciate each side of the product.

Textual description also plays an important role. Particularly the jewelry designed by Tiahra is made in such a way that no matter the size of the jewelry, it is very light, so that its consumers can wear large earrings without hurting or tiring. A point to define in each crucial tab when deciding on your purchase. In addition to clearly stating the measurements, weight, materials and care.

Descriptive product sheets, relevant information for the consumer, improvements in your conversions
New TIAHRA product sheets

To avoid leaving visitors with any doubts, we have chosen to always make the most frequently asked questions regarding the store's jewellery visible on the product sheets, as well as of course all the information regarding the shipping of the purchase: its times, prices and conditions.

 

Online store results after the redesign implemented by Teipe Digital

The results showed a significant increase in organic traffic from social media and direct searches, with a 150% increase in the number of visits. In addition, the average time spent by users on the website also increased significantly, indicating greater interest and engagement from users, online sales have improved by 170%, and repeat visits have also been detected by 34% compared to the previous design.

 
Comparison of the first 3 months with the new design versus the same months of the previous year
Quickly visible improvements in the TIAHRA online store

Conclusions

After carrying out a complete redesign of the TIAHRA website, focusing on improvements to the user experience. In general, we relied on a simplified and more intuitive website navigation flow; implementing a more effective content strategy to provide relevant and useful information to users, through detailed descriptive product sheets, product photos on models to better perceive their proportions, landing pages on how to care for the product, manufacturing processes, frequently asked questions, details regarding deliveries and returns, and other information necessary to positively influence the purchasing decision.

We invite you to visit their online store , we guarantee you unique, comfortable and elegant products for any occasion! We are fans of Tiahra! :)

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