Uniconf Lenjerie is one of the leading Romanian lingerie brands, established in 1995 as a family business. While working for well-known multinational brands like Sara Lee and DIM, they launched their own retail products, now distributed through hypermarket chains such as Carrefour, Cora, Auchan, in Romania, Hungary, Ukraine and Bulgaria.
Using mainly cotton, their products are natural and comfortable.View Site
What the client wanted
For many years, Uniconf had been using an inconsistent visual identity. This had not been an issue in the early years, but competing lingerie brands with better visual differentiation soon made it clear that something had to be done about it. So Uniconf tasked an advertising agency with creating a clear positioning and brand identity. The result is great but there is a new problem to be solved: their ecommerce store is now outdated and totally decoupled from the new identity.
Netlogiq had developed the previous version of the Uniconf store on the Prestashop platform, 3 years before. For the new version, there was not only the need for a new design but also for a better platform, able to adapt to new and more ambitious plans.
What we did
What can you do when you have: a brand new visual identity, great photos of beautiful young women and men wearing underwear, and one of the most powerful ecommerce platforms? You guessed right: a nice, sexy Magento ecommerce site selling cotton lingerie to young people who want to feel comfortable while wearing their underwear.
We started with benchmarking several of their competitors’ online stores and also of well-known international lingerie brands. Together with Uniconf, we settled on a list of features the new site had to have, such as:
A responsive design – because at the time, the mobile visitors accounted to more than 50% of all traffic.
Larger photos – the photos looked great and the products too – and they deserved to be showcased better.
Easy to use, while different than competitor sites. The store had to be simple, minimalistic, with a clear conversion path.
A better checkout. We replaced the 6-step checkout of Magento with a streamlined one-step checkout. In order to make it easier to understand, we’ve placed all the fields and choices on a single column, unlike the traditional 3-column layout of third party one-step checkout extensions. The form is now linear. We have also removed some distractions on the checkout like the menus and most links.
A loyalty points system – to incentivize repeat buyers into becoming loyal customers.
Better suited for SEO. Magento has better features for SEO, along with some annoying link architecture issues that makes it more difficult for Google to index Magento sites properly. We fixed these issues and set up the online store so Google will understand the site structure and index it correctly.
9 months later…
The site has now:
Twice the number of orders it used to have before the redesign.
The abandonment rate reduced by 22%.
Visitors are up by over 90%.