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.