The Collegiate Player sells vintage college branded hats online. They’re known for their throwback style and dedication to each college team’s brand.
They came to us because they didn’t feel their off the shelf Shopify theme was doing their brand justice. They wanted a redesign that spoke to the great experiences you have at college games and events while featuring their products.
Their website was hard to navigate because there wasn’t a defined product architecture or user flow. Products were all featured as individual pieces, but users shop online in more of a category or collection-style format before choosing what products they’re interested in.
Products were also shown more as an objective item rather than a wardrobe style addition a user could picture themselves wearing.
SEO & Traffic Issues
Their products weren’t showing up in search engines so organic traffic was lower than average. This was partially because their product data and HTML wasn’t structured correctly in the off the shelf Shopify theme.
Custom Shopify Design & Development
Our redesign was intended to combine the throwback vibes of the brand with a slightly modern flare to also appeal to college-aged audiences. Everything in the design was intentional – like the sleek and modern headlines mixed with the serif, book-style paragraph fonts. Black and gold were chosen as the primary colors because they were most likely to complement the various collegiate team colors used across the site.
In our art direction phase, we recommended they obtain lifestyle imagery. Lifelike images are more likely to sell products online because users can picture themselves wearing or using them in their every day lives.
After researching the market, we confirmed that users shop for collegiate products by college first. So we restructured the navigation to be college centric. We maintained product-specific search capabilities, in case someone already knew of a specific product they wanted.
We also added a New Releases collection on the home page, to boost conversion rate for new products.
We structured product data in the correct hierarchy for search engines and restructured the navigation according to how users search for products. The restructuring allowed the website to show up in Google Sitelinks. Sitelinks are the links shown below some of Google’s search results. They are meant to help users navigate your site.
We only show sitelinks for results when we think they’ll be useful to the user. If the structure of your site doesn’t allow our algorithms to find good sitelinks, or we don’t think that the sitelinks for your site are relevant for the user’s query, we won’t show them.
As a registered Shopify Partner, our team is very familiar with their eCommerce platform and growth potential. Shopify is a powerful eCommerce and CMS platform that is used by many large brands, including The New York Times and Redbull. It’s platform is also suitable for new eCommerce businesses looking to start up and grow efficiently.
Denver eCommerce Development
We know an eCommerce site requires constant attention and a team that’s available at a moment’s notice. It’s important to keep things like: traffic spikes, user flow changes, and improving average order value on your radar. These are the types of things we do for The Collegiate Player and we’d be happy to do them for you too. Contact us about your eCommerce website and see how we can help make you more successful.