I’ve addressed Beardbrand’s expertise stack over time. I’ve performed that to hopefully assist different retailers with their decision-making and to focus on good and unhealthy selections we’ve made alongside the way in which.
Beardbrand has been on Shopify since our launch in 2013. We began with a free Shopify theme. In 2014 we constructed a completely customized model, and in 2020 we switched to a premium theme. Late final yr, we determined emigrate to Shopify’s 2.0 platform with a brand new paid theme to enrich it.
Jenny Durre managed that whole course of. She is Beardbrand’s in-house designer, marketer, and undertaking supervisor. I lately requested her to recap her work of selecting the brand new theme, designing its structure, migrating the content material, and in the end taking the brand new web site dwell. That whole audio dialog is embedded under. The transcript is condensed and edited for readability.
Eric Bandholz: We simply launched the fourth model of Beardbrand.com.
Jenny Durre: It’s been an thrilling course of. We upgraded to Shopify 2.0 utilizing a premium template. We did lots of analysis. Shopify has free 2.0 templates, however they didn’t meet what we would have liked for personalization.
It could appear to be minor modifications, however the new web site is drastically totally different than the earlier model.
I dove into reviewing templates final November. I made a spreadsheet to assist us slim it down. I wished to tug in the important thing options in 2.0. Lots of the 2.0 themes had been lately launched on the time. We couldn’t discover many opinions. We went with a comparatively new theme, known as Cut up. The danger of recent themes is you don’t know precisely how they may work or what bugs you would possibly encounter.
Our high standards for selecting a theme was web site velocity. We’re nonetheless engaged on getting quicker. Past velocity, we sought a superior consumer expertise and a transparent and concise structure.
Our earlier theme had many layers when it comes to our navigation and collections. We tried to simplify the steps for guests so as to add merchandise to the cart and discover the suitable info with out having to click on via a number of pages.
The whole course of took about six months. We selected Cut up after which personalized it. I work remotely, however all of us collaborated — you, me, and the Beardbrand employees. Launching a brand new web site is rather more than design. It’s reviewing, testing, and tweaking.
Bandholz: What do you imply by a “clear and concise structure”?
Durre: The earlier theme, Status, had lots of navigation choices. Cut up is extra streamlined, specializing in product varieties. I personalized the product pages to make them extra visually pleasing.
We’ve an ideal copywriter, an ideal photographer, and good content material. We labored on breaking issues up into digestible items that inform the Beardbrand story. Now that we’re narrowing our choices, it’s a lot simpler to give attention to main merchandise and supply useful info and tutorials.
We examined imagery on the house web page, nevertheless it didn’t carry out higher than textual content. Now we’re implementing extra of a narrative. The above-the-fold dwelling web page part tells who we’re. Beneath that we dive into constructing product bundles, the place clients should buy three merchandise and get one free, for instance. We’ve shifted to letting clients construct their very own bundles versus having pre-built kits. It’s extra interactive and simpler to navigate.
Moreover, we constructed a “Store” touchdown web page with sections and classes. Prospects can mechanically add merchandise to the cart or create a bundle on that web page.
Bandholz: Speak in regards to the navigation and the customization course of.
Durre: The navigation is extra centered now. It’s simpler for purchasers to make selections. Our product pages include all of the important data with out the muddle. Many manufacturers have intensive navigation choices on product pages. I want having every part on a single structure.
Challenge administration was important. It took some time to kind out what we would have liked and what to deliver over from the earlier model. I went app by app. Once I was not sure if an app would translate to a 2.0 theme, I might discuss on to Shopify or search for third-party sources.
Integrating Recharge, the subscription administration app, was a problem. Recharge has lately merged its checkout to be a part of Shopify’s cart. Earlier than it was separate. We’ve it on the principle checkout now. It’s extra outstanding. Prospects can simply swap their merchandise within the cart to a subscription.
I hope to create a web page that talks about the advantages of subscriptions and the way to decide on the suitable frequency.
Bandholz: The place can folks comply with you?