Alander Park, who specialise in creating bridal gowns and dresses for bridal parties, had three brands in need of a website overhaul. Overthrow Digital were tasked with creating one website design that could be applied to three distinct brands; Ellis Bridal, Kelsey Rose and John Charles. The website design needed to align the brands with the fashion world and make the company’s all stand out and from the standard bridal competition.
The key goals were to increase engagement, boost social media shares, increase sales enquiries and drive footfall to their re-sellers stores around the world.
The existing websites were dated and analytics data showed a high bounce rate as users left without exploring their range of bridal wear. We designed a template that could be applied with flexibility to the three different brands owned by the client. The design aligned itself closely to an editorial high fashion aesthetic and glossy fashion magazine treatments, with the focus being on imagery presented as clearly as possible.
Although the websites were not transactional, Overthrow Digital utilised an e-commerce framework and basic user journey to allow visitors to search and filter the catalogues of dresses and find the nearest stockist to book an appointment. An advanced wish-list feature was also created and integrated with advanced social media sharing, to drive brand awareness and engagement on channels such as Facebook, twitter and Pinterest.
The refreshed websites have had a great impact for all three brands, with the advanced Google Analytics dashboards showing that user engagement has increased by 300% on average, and bounce rates falling from 70% to 20%. Those are the types of figures we like!