Strategic Web Design:
Her main goals were to have a website that was less cluttered and easy to use. The main focus of the business was changing to focus on herbs so she wanted that to be on the front page. We wanted customers to be able to start shopping right away. No extra hoops to jump through. I asked customers in the store what they would like to see on the website and they wanted something that was easier to navigate for the information they were looking for.
I asked Raven what she loved in sites and what she hated. We choose to have a slider in the front so she can give the customer information right away. Also, the blog posts she makes can be added without any fuss. We wanted to move the logo to the side so it matches the minimalist feel and was out of the way. After establishing what she loved, I dug into what she hated. I noticed that Raven had a personality where she knew what she wanted and would openly let me know when we were far from the look she wanted. She didn’t want any pop-ups, whatsoever.
After gathering the basics of what she wanted I got to work on understanding her brand. I made a mood board and color pallet that meshed Raven Moon Emporium’s Brick and Mortar energy with what her customers knew her for (herbs and trees).
After Raven approved the color pallet and general brand, I made a page of possible layouts (aka wireframes) for the front page. I added the elements that would guide the customer’s eye. The slider was at the top to catch their attention with movement. The featured categories came after to make it easier to find the most important information and to guide the customer’s eye down the page. Directly under the featured categories, we decided to add the products so that the customer can start searching and shopping as quickly as possible. No need to dig through the menu to find the products.
Deliverables: Mood Board, Wireframe, and Mockup. This allowed me to get a feel for the energy that her brand gives off. I was able to show her the structure of the site before we committed to making the full thing.
E-commerce: RME uses a different e-commerce program called Ecwid which was different from my past e-commerce systems. It didn’t take long to figure out how to style Ecwid and add Raven Moon’s branding elements. I changed the button color from a bright blue to a darker green that added familiarity but adds trust to the customer. Green is often used to make customers feel as if they will gain money by spending it.
“Sticky Nav”: I choose a navigation that would stay with the viewer as they explored the page so they could navigate there way back out easily. The navigation doesn’t separate from the top of that page (which would leave a gap). This was important to Raven because this is typical of sticky navigations
Organized Footer: I reorganized the footer to show the business’s accolades that would allow the customer to trust them more. A collection of important links in case the customer is looking for something specific. and times that the business is open and closed. This allows the owner of the website to change that information with ease. Later we added a review section to the footer to add more trust to the customer.
Email Opt-In: An email Call to Action is important to collect customers that are for sure interested in hearing from you. That little plot of land in the customer’s inbox is something that no one else can control but the business and the customer. We made sure to keep it out to the way, but if someone went all the way to the bottom and wants more, they can opt-in to be the first to know.
After discussing the strategic design of the website and the goals we were looking for I went hunting in my repertoire of pre-made themes that would execute her goals. I found this theme Juliet Blogging Theme that I could change with CSS to add the styling I needed. It had a minimalist style that did not clutter the screen with unnecessary information.
With a combination of the new website design, updating Raven Moon Emporium’s SEO and collaborating with Google Advertising, Raven Moon Emporium jumped from making $500 (in January 2018) to $1300 (Febuary 2018) and has been making a steady rise since then.
As a bonus, I remade her other company website, Raven Moonlight, which can be found at www.ravenmoonlight.com.