We started by creating a selection of ‘flat designs’ for the client to choose from, working with the client to illustrate new ideas, whilst adhering to the current branding. From the chosen visual, we worked to build the site
incorporating a new look and fresh feel. The client really liked a mix of symmetrical and asymmetrical styles; the high-quality photography provided by the client was incorporated throughout the site.
Due to the nature and range of the products available at TigerLily Jewellery, it was important to incorporate filterable products. Through the creation of custom fields we worked with TigerLily to identify the criteria that shoppers would be most likely to search for and could therefore identify and catalogue items by stone type: pearl, emerald, ruby; the type of metal, price or style.
The next step involved streamlining the customer journey based on the expected traffic to the website. Three target markets were identified, so the site was designed to comfortable browsing, searching for specific items by using filters, or through a visual search listing. The jewellery items were systematically categorised into top level categories and subcategories allowing visitors to easily navigate the site.
In addition to having the website looking great, the client understandably wanted it to perform well in Google search results. Keyword research
and a competitor analysis were carried out. The keywords were incorporated throughout the pages in titles and body text. The pages were all prepared with meta titles and descriptions. Alt tags and descriptions were given to images throughout the entire site. The category and tag pages were optimised, and the speed of the site was enhanced by compressing images, using a CDN and minification of scripts.
The website was launched during the lockdown, so face-to-face training was not possible. We produced a series of short bite-sized video clips explaining to the client how to carry out basic tasks. The client was very happy with these, as they can now refer back to these videos as and when required. We also conducted an online website training
session to explain the processing of orders, returns and refunds.