How do you improve the conversion rate of a mid 7 figure e-commerce store when they’ve tried every trick in the book?

The Challenge

VICE are retailers of digital business cards that transfer contact details directly from card to phone via NFC technology. Finding themselves in a state of plateau for several years, despite using all the CRO tricks in the book.

An evaluation of their site made it obvious that the issues they were having was a lack of clear communication, a complicated user experience, a lack of brand photography, overly complex product collections, complex product variant selection process and perhaps most importantly low cohesion within the site which made it feel untrustworthy. The solution was not more CRO trickery, but a design led approach that would aim to resolved the foundational issues the brand was having.

The Outcome

A complete re-design from the ground up of their backend and front end Shopify Plus E-commerce store, migrating them from a 1.0 store to a 2.0 store. The production of all new product and context photography, copywriting, tone of voice and much much more - all in conjunction with a purpose driven page by page layout which resulted in a dramatic change to how they communicated their products. The simplification and unification of previously divided products made it easier for a customer to navigate their website and the overall sum of the changes resulted in a website that felt both premium and trustworthy. The changes immediately took them out of their plateau, with dramatic improvements to all conversion metrics whilst more than tripling the total amount of time users spent on the site.