Skull & Bones

Skull & Bones at-a-glance

  • Industry: Men’s Fashion & Apparel
  • In business since: 2015
  • Employees: 6
  • Customer: 2018-2019
  • Location: NYC

Services performed

  • Conversion Research
  • UX/UI Design
  • Shopify Theme Development
  • A/B Testing
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The Story What happens when your Shopify theme doesn’t convert

Through the years Skull & Bones has seen tremendous growth. They’re organically growing their brand following through social media and subsequently growing their business at the same time. Everything was actually going great, but there was one main problem that they needed to solve: conversion.

In the beginning, Skull & Bones did what every new bootstrapping e-commerce brand does – they used a pre-made theme. Using this pre-made theme, their conversion rate was at an yearly average of 0.65%, which is way under the industry standard (the industry standard is about 1.1%).

So Skull & Bones called upon 92DREAM to help boost their conversion rate. And this is where things get interesting…

The Transformation Tackling conversion head on

Having a tried-and-true system really helps when trying to identify why your site isn’t performing the way it could. Using our 92DREAM A.D.T. Revenue System, we were able to uncover where all of the faulty leaks throughout their e-commerce funnel.

Our A.D.T. System is broken down into 3 parts:

  1. 1. Analyze & Audit. We went through Skull & Bones site with a fine tooth comb. Looking for any faults with the design of their e-commerce website. After looking through the entire site, top to bottom, we audited their Google Analytics.
  2. We then gathered all of our data and findings and sent Skull & Bones a document that contained it all. This document broke down the following:
    1. •  A Google Analytics health check
    2. •  A discovery analysis
    3. •  A page speed analysis
    4. •  A browser and screen size analysis
    5. •  And lastly, 5 hypothesis that we can start to A/B test
  3. But we didn’t stop there.
  4. We also implemented Google Tag Manager to make it easier to manage all of marketing apps needed for the site, and we also installed HotJar, which is our favorite go-to app to use to really understand Skull & Bones’ customer base. We sent survey’s and polls, conducted funnel analysis, and even recorded their customers using the site so that we can really dial in on why no one clicks that oh-so coveted ‘Add to cart’ button.
  5. 2. Design. After our analysis and audit, we then went to work to design a refreshed homepage and product page. We also added elements to the cart and checkout pages to really help boost conversions throughout the entire funnel.
  6. After we made our designs we implemented all of the changes that we knew could make a lasting impact on conversion. Everything else we threw in the testing phase.
  7. 3. Testing. In our our initial analysis we found that the product page was where a massive amount of customers were dropping off. So we tested our new design changes against the original.
Transformation image

The Results The conversion thrusters are now loaded!

We worked tirelessly with Skull & Bones from December 2018 to February 2019. Within that timeframe Skull & Bones was able to jump from an average of 0.90% to 1.33% conversion rate. When compared to the previous 3 months (which included Black Friday), Skull & Bones killed it (pun intended)! They boosted their conversion rate without spending a dime more in marketing. Now their website is converting way above the industry standard, and the sky is the limit from here.

In 3 months time, 92DREAM helped Skull & Bones reach the following (which includes a 433% ROI):

Results image
check out the next case study Controlled Chaos

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