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.
xAla von Auersperg (AvA) is an upscale clothing brand founded by Ala Isham, known for vibrant prints and timeless silhouettes inspired by her original artwork. The brand built a loyal following through high-touch, in-person experiences, including trunk shows and boutique shopping appointments, where customers received personalized guidance on styling AvA’s signature layered looks and mixing prints across collections.
When the pandemic disrupted in-person retail, AvA recognized the need to strengthen its digital experience and partnered with Nansen to reimagine online shopping for its customers. The engagement focused on auditing site analytics, selecting the right Shopify theme to support the brand’s unique needs, and improving the customer experience with a particular emphasis on mobile usability.
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.
The metrics established with the AvA team also also guided the next phase of the digital experience overhaul: selecting a new Shopify theme. Nansen helped evaluate potential designs against AvA’s business goals and merchandising needs, with a strong focus on improving site speed and the mobile experience. Research showed that one key customer segment converted at more than double the rate on desktop versus mobile, highlighting a major opportunity for optimization.
The new storefront also needed more sophisticated navigation capabilities to support AvA’s merchandising approach. Because the brand educates customers on layering pieces and styling coordinated print collections, the experience required intuitive filtering, bundling support, and navigation designed to guide product discovery.
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.”
Our Contribution
Our Contribution
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