JustFab & Shoedazzle Direct Marketing Site (DMS)
This DMS landing page introduces first-time visitors to the JustFab & Shoedazzle brand. First-time visitors are able to explore what our brand is about, how our membership subscription services work, and shop our best products.
The Problem
Our DMS (Direct Marketing Site) landing pages for first-time visitors were facing excessive drop off rates. Between 70-80% of prospective customers were dropping off and not becoming a lead. The acquisition team and stakeholders needed UX support to redesign JustFab & Shoedazzle’s DMS landing pages to increase lead conversion for first-time visitors.
Design Planning & Research
After identifying the problem, the next step involves design, planning and research. I began by conducting user testing with 10 first time users who never shopped our site nor were familiar with any of our brands. Based on the data collected, I learned that these users were not willing to sign up as a lead because there wasn’t enough information and they weren’t aware that this was an option. Here is the overall feedback below:
Competitor Analysis
After gaining a better understanding of what first-time visitors are looking for, I took time to conduct an analysis for the key features necessary for the new DMS Revamp.
Discovery
After conducting our competitive analysis, I created a lo-fi wireframe that highlighted key features based on our user testing feedback and competitive research. During this phase, we determined the main features of our DMS site.
The Solution
After gaining more insight from what our first-time visitors are interested in. I was able to create a newly revamped DMS landing page for both Shoedazzle & Justfab. This newly designed site won by increasing lead conversion by 83%. Here are the key features and link to the prototype below.
Features:
Style Quiz - featured once instead of multiple times and paired with CTA’s that make sense
About Brand Section - allows FTV to know more about the brand
How It Works - allows FTV to know how our membership services work
Lead Sign Up - allows FTV to know that they are able to shop our site without commitment to the VIP membership
Shopping Grids/Categories - FTV are able to shop our best products while also being introduced to other product categories and collections. Allows users to know that we sell more than only shoes.
Customer Reviews - provides brand credibility to FTV pertaining our membership
User-generated content - users love seeing how our products look on real people
