Volume 11 Music

Re-designing the website for a music store and implementing marketing tactics to divert potential customers to the store.

TIMELINE

Mar 23 - Jun 23

TOOLS

WIX

Canva

Google & Meta Ads

Photoshop

MY ROLE

Website Design

SEO

Paid Ads

Email Marketing

Social Media

INTRODUCTION

Volume 11 Music is a music store in the USA, that sells musical instruments and services in both their physical and online store. Despite facing strong competition from local and online rivals, they distinguish themselves through their exceptional customer service and the inclusion of extra events and music lessons.

MY ROLE

My main responsibility was to completely restructure the website, including the e-commerce function. I also crafted an appealing home page strategically designed to draw customers towards specific sections of the website. After successfully executing the website redesign, I shifted my focus to curating compelling social media content and email campaigns, along with creating paid advertisements on various platforms such as Google and social media channels.

PROBLEM

Page orientation and theme of the website wasn't consistent

The size of the display screen was far too large and some content wasn't visible on screen. The theme also seemed to be different and not flowing throughout each page.

The old home page wasn't engaging

The weren't any CTA's to grab the customers attention in order to increase dwell time.

E-commerce section was hard to navigate

With the responsibility of having a physical store, the owner didn't much time to categorise products (everything was under one "shop all" page.

Website speed was too slow

The website took a long time to load and it wasn't optimised for mobile usage which was the largest source of traffic.

GOAL

Build and structure the website aligned with competitors
Our goal is to enhance click-through rates and average dwell time by designing a website with a purposeful layout and smooth flow.

Drive traffic to the website and physical store
Our objective is to generate higher levels of traffic and enhance sales by implementing a variety of digital marketing tactics, including social media content creation, seminars and paid promotions.

Increase the number of students taking music lessons

The presence of regular students ensures a steady stream of revenue since they will also be making purchases for upgrades to their musical equipment while on the premises.

PROCESS

Revitalised the brand’s image through a logo refresh

Our intention was to maintain the store's existing branding by avoiding significant alterations to the logo, while aiming to enhance the graphics with a fresh and clean appearance. Utilising Photoshop, I was able to reflect the original logo's industrial feel into a more contemporary style.

ORIGINAL LOGO

NEW LOGO

Restructured the e-commerce section of the website

The online store had various musical products available, however it was never fully segmented and was only visible in a "shop all" page. To enhance the browsing experience for shoppers, I compiled an extensive list of categories based on competitor research, aiming to simplify the search process.

ORIGINAL E-COMMERCE PAGE

NEW E-COMMERCE PAGE

KEY INSIGHTS

Improved user experience on the e-commerce store by achieving a 30% increase in site speed.
Streamlined the navigation & browsing experience, resulting in an increase of sales.
Achieved a 30% increase of impressions on Google by implementing effective SEO.
Increased the site traffic by 38% as a result of successfully carrying out paid Google and Meta ads.