Ala von Auersperg (AvA) is an upscale clothing brand created by Ala Isham. One artist’s take on what makes life pleasurable, colorful and fun, Ala creates women’s apparel in classic silhouettes and vibrant, unique prints that draw inspiration from her personal artwork.
AvA originally relied heavily on in-person shopping, selling through trunk shows and seeing clients at one of several boutique shops. This high-touch approach allowed them to educate their loyal clientele on how to wear their signature layered styles as well as how to mix-and-match across print collections. With the pandemic disrupting their ability to personally interact with their shoppers, however, AvA decided it was time to invest in their online shopping experience, and turned to Nansen for help.
Establishing Analytics Tracking
Measurement and data are key to the continuous optimization of digital platforms, so we knew that we needed to set the AvA team up with a robust set of analytics for their online store. So our team’s first task was to create a set of metrics to use as guideposts as we worked to create an improved experience for the AvA shopper.
Google Analytics and Data Studio were our primary tools for reviewing the existing analytics from AvA’s website visitors. With that knowledge in hand, Nansen and AvA worked hand-in-hand to establish and gain consensus on the best criteria (metrics) to be used for ongoing measurement. Finally, we set benchmarks to help us compare data around our key performance indicators (KPIs) following the new site launch.
Choosing a Theme
The metrics we established with the AvA team also helped us in the second major step in our digital customer experience overhaul, which was to select a new theme for their Shopify storefront. The Nansen team helped AvA assess potential designs based on their goals and the brand’s unique needs. Specifically, the theme needed to:
The Nansen team worked with AvA to choose a fast, mobile-optimized storefront theme that would improve the conversion across each step of the shopping funnel, from streamlined filtering capabilities aimed at getting shoppers to product detail pages to providing the appropriate information on those detail pages to get shoppers to add items to their carts and more.
Building on the storefront theme, Nansen and AvA created a powerful new e-commerce site. The thoroughly modern platform was designed to help the AvA team merchandise special categories of product, promote complete looks and up-sell, and support new product launches, all while delivering a powerfully smooth and fast digital customer experience.
“When we approached Nansen, our goal was to enhance the user experience of our site by improving overall navigation, creating a seamless mobile experience and creating more opportunities to educate our customer on our product offering,” said Belinda at Ava.
“Using a combination of data and design, Nansen helped us create a visually engaging, easy-to-use site that has allowed us to optimize engagement (especially with our mobile customers) and increase conversions. Throughout the process, the Nansen team was always ready with ideas and problem solving solutions.”