Sena Cases
Fashion-forward Commerce
Sena Cases had been a leading manufacturer of premium leather smartphone and tablet cases. When Targus acquired Sena, the brand was at a critical inflection point. It needed to succeed on the shelves of premium retailers where it was already assorted. It also to elevate its perception to that of a luxury, fashion-forward brand.
However, its aging website didn’t match the premium look and pricing of the products it sold.
Since the direct-to-consumer website was one of the brand’s primary sales channels, I quickly identified a number of issues holding the website back:
It was missing an SEO-friendly architecture
Content was difficult to maintain
An outdated visual identity fell short of doing the products justice
Low conversion rates from the rising number of visitors using mobile devices
After a thorough brand and site audit, it became clear that some of the above challenges were hindering our ability to showcase the beautiful products we sold. Simply put, the website was in need of a digital makeover.
After advocating for a comprehensive site redesign, I quickly defining the main objectives for the new website. Overall, it had to deliver a world-class user experience that conveyed the premium qualities of the brand.
The new website ultimately delivered an improved experience and offered visitors a wide range of exciting new features, including:
A responsive design with a seamless experience for users on a desktop computer, tablet, or smartphone.
Richer, more robust product pages that showcased the subtle product details that separated Sena Cases from other leather device cases.
A new content management system, empowering the in-house Marketing team to support more modern content.
SEO-friendly design, including an improved semantic structure, use of HTML5 and current Web design techniques, and an easy way to manage URLs, meta data, and other granular information.
Straightforward information architecture along with sorting/filtering options to reduce friction when users shopped for a specific product or device.
Completely revamped analytics tracking, which had previously been improperly installed. Subsequently, I was able to adjust analytics benchmarks and report results more accurately.
The all-new website was a stark contrast to the one it had replaced. The design combined a streamlined user experience with an elegant, grey-themed palette geared to a more discerning, sophisticated target audience. New product detail pages supported more varied content, bringing the visual and tactile beauty of the products to life.
Most importantly, the stylish digital overhaul proved to be an effective replacement, helping the brand connect with consumers more immediately and efficiently, resulting in improved conversion rates.
The richer product pages also drove sales of higher priced items, significantly increasing the average order value and time on site.
Highlights included a 53% increase in site visits and a 200% increase in year-over-year revenue in the two quarters following the launch. The focus on mobile users paid-off big, with revenue from mobile devices alone increasing 436% in the same period. Year-over-year conversion rate increased 36%, while total sales for the full year ended 25% higher than the previous year.
By coordinating the development and launch of compelling campaigns around key device launches, I was able to validate the ROI of the new website and the strategy behind it.
Post-launch campaigns included landing pages, emails, and advertising that all embodied the website’s new look and feel, and all customer touchpoints better communicated the benefits of this luxury brand.