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Landyachtz Website
Landyachtz wanted to build a website that would allow them to take control of their online presence, operate as a robust sales and marketing tool, and win customers back from Amazon and eBay. With the goal of simultaneously launching the new website and annual product lineup in six months time, we created a plan to rapidly design, develop, and deliver a site that would wow our customers and set the company up for long-term success.
Defining the Experience
Instead of engaging in a lengthy UI/UX process, we looked to industry leaders with roughly analogous offerings that had already done the work. Our target audience was already familiar with the refined shopping experiences offered by Nike and Adidas. With various activities, features, and technologies associated with each product, we saw a strong similarity to our own product offering. We used the basic structure and interaction patterns of these shopping experiences as the framework of our own designs, knowing that our customers would find themselves in a familiar space that was easy to navigate and find products that suited their needs.
Mobile First
The majority of Landyachtz traffic comes from mobile devices. We built our homepage, lineup overview, and product detail pages for easy scrolling and swiping with a thumb. For better small screen readability, we use uppercase typography for our headlines and product names. Fortunately, skateboard product photos already look great with vertical aspect ratios, allowing more of the product to fill the screen.
Improved Product Information
While migrating our products from the previous backend to our new system, we took the opportunity to write more informative and fun product descriptions. In order to help our customers find the right products, we revamped our category tags and feature descriptions with simple language and on-hover definitions for complex terms.
Detailed Images
To help customers feel assured about buying a physical product without first having a tactile interaction, we placed great emphasis on product images that tell a complete story. We started by sizing all of our products with relative proportions to each other, so that customers get a better sense of the product dimensions. We took great care in lighting our products to accurately represent key areas, such as the concave of a skateboard deck, where shadows can dramatically affect perception of a surface. We include images from multiple angles to provide a rounded view of the product, as well as closeup images to show off the high-level of detail and quality of finish on our skateboards.
First Time Buyers
With more than half of our sales attributed to first time buyers, we knew that it was essential to help customers overcome the paralysis of choice by guiding them to the right products. We integrated multiple paths for new customers to make great purchase decisions. For visual shoppers, we combined skating photos with our category titles, showing them what kind of riding was associated with each product group. For readers, we wrote articles covering the basics of decks, wheels, and trucks, as well as guides for choosing components and how to set them up. For people who needed a little more hands-on guidance, we integrated Live Chat into the website, where shoppers can speak directly to one of our team riders and get help narrowing down to exactly what they’re looking for. Additionally, we embedded helpful video content throughout the site, including how-to guides, rider favorites, and overviews of our lineup.
Bringing Them Back
Even more important to Landyachtz than completing that initial sale was creating a space that brought customers back. We wanted to be more than just a place to find and buy products. We wanted to give customers the experience of discovering new ways to enjoy skateboarding, finding community, and spreading stoke.
Skate & Explore
We created a section of the website based on the ethos of the Landyachtz brand, Skate & Explore. The Explore tab is where we share media, community, resources, and information about the company and our values. We designed a homepage that features content from these sections, encouraging users to learn more about us and our products, and ultimately inspiring them to get out and skate.
Many Hands
We implemented an all-hands approach to ensure our website was prepared to launch on time. We tasked staff with writing product descriptions, tabling features, and uploading content to the backend as early as possible. Getting their hands dirty early helped prepare them to use the new tools effectively in the future and granted us the opportunity to assess feedback and fix bugs.
Clear Leadership, Open Communication
Throughout this project, we maintained an ongoing conversation with Landyachtz leadership team, ensuring that the definition of our goals were clear, our process for execution was well-defined and realistic, and most importantly, that unforeseen challenges were quickly communicated and tackled. By providing a finish line and a gameplan, our staff was able to resolve many problems without excess management or intervention. Our website came together as a result of many individuals and teams working to achieve a mutually understood goal.
Results
Around 9 months after launching the website, Landyachtz tripled their DTC sales numbers from the previous year. The marketing team had a powerful and accessible tool at their fingertips to share content, promote products, and analyze data. We received tremendously positive feedback from Landyachtz customers, who now had a fluid and efficient shopping experience, as well as a hub for consuming media, accessing resources, and finding community. Since launch, the website has become an integral part of Landyachtz’ growth, strategy, and sales and marketing cycle.
Meet the Team
Landyachtz is represented by an eclectic, global team of riders. Just like the gang that hangs around the local shop, they are mostly normal human beings who just happen to be passionate about skateboarding. We invite our customers to get to know them and our products through articles, interviews, and videos.
No Guessing Games
Buying a skateboard shouldn’t require a Magic 8-Ball. We place thoughtful and informative content throughout the site, guiding customers to a great product decision.