Brooks Running, a globally recognised sportswear brand, aimed to revamp its web presence with a focus on enhancing user experience and interaction, boosting conversion rates, and aligning the site design with their brand persona. 23 Digital was tasked with this challenging project and, through careful planning and execution, delivered a web design that exceeded expectations.

The Challenge:

The existing Brooks Running website faced multiple issues - lackluster user experience, low conversion rates, and a design that didn't reflect the energy and spirit of the Brooks brand. With a growing demand for online shopping, Brooks wanted to address these issues to maximise their online sales and enhance their customer engagement.

The 23 Digital Approach:

Our team at 23 Digital initiated the project with a comprehensive review of the existing website. We identified key areas of improvement - navigation, site layout, responsiveness, and brand alignment. A detailed plan was crafted to tackle each issue systematically.

We then began to remodel the site's architecture, focusing on user-friendly navigation. Our aim was to reduce the steps between landing on the site and finalising a purchase. We simplified the categories, streamlined the checkout process, and introduced a robust search feature for easy product finding.

For enhancing the look and feel, we incorporated the energetic and vibrant aesthetics of Brooks Running into the design. Dynamic imagery, bold colours, and modern fonts were used to reflect the brand's identity. The site was also optimised for mobile viewing, given the surge in mobile shoppers.

The Results:

Upon launching the redesigned website, Brooks Running saw immediate improvements. Bounce rate reduced by 30%, while page views increased by 45%. The simplified navigation and checkout process resulted in an impressive 35% increase in conversion rates. Moreover, the mobile-optimised design led to a 50% increase in mobile traffic.

The new website accurately portrayed the Brooks Running brand, resonated with its audience, and optimised the customer journey from arrival to purchase.

Conclusion:

23 Digital successfully transformed the Brooks Running website into a vibrant, user-friendly, and mobile-optimised platform that not only mirrored the brand’s persona but also resulted in significant improvements in user engagement and conversion rates. This case study stands testament to our expertise in eCommerce web design, showcasing how we can blend design aesthetics with functionality to drive business growth.