Conversion Rate Increase
Page Views Per User
Average Engagement Time
YEAR / 2024
Throwback Store
Shopify Development
Strategy
Conversion Rate Optimisation (CRO)
UX/UI
E-Commerce
With over 2,000 products across 20+ brands, Throwback Store needed a complete Shopify revamp to make browsing and purchasing as seamless as possible to increase conversions and maximise revenue.
The Challenge
Throwback stands as Australia's premier destination for basketball enthusiasts, offering an unparalleled selection that spans from NBA to NBL, capturing the essence of on-court excellence and off-court streetwear style. Throwback was running a third-party Shopify theme that struggled to keep pace with their extensive inventory. The setup required multiple paid apps to function, resulting in slower loading times and a frustrating user experience, not to mention higher operation costs for Throwback themselves. The challenge set forward to Baseline was to migrate to Shopify Plus, adopting a new theme that would boost performance and streamline the shopping journey without reliance on third-party solutions.
What We Did
Baseline took a methodical approach to address Throwback’s challenges and create a cutting-edge Shopify Plus experience. Key deliverables included:
Wireframing and UX/UI Design:
Detailed wireframes were developed to map the site’s structure and user pathways.
UX/UI strategies optimised information architecture, ensured mobile responsiveness, and enhanced visual design for an intuitive and engaging interface.
Native Functionalities:
Redesigned the website to feature intuitive menus and advanced product filters, eliminating the need for third-party apps.
Personalised shopping experiences were introduced, including tailored product recommendations, up-sells on product pages, and incentives at checkout to boost engagement and sales.
Conversion-Driven Features:
Implemented free shipping banners, alongside in-cart upsells to encourage higher Average Order Values (AOV).
Streamlined the checkout process to reduce friction and maximise conversion rates.
Iterative Testing:
Conducted continuous user testing to refine functionalities and ensure optimal performance.
Outcome
The new Shopify Plus site delivered exceptional results within 50 days of launch, including:
Average Order Value: +14%
Online Conversion Rate: +17%
Online Add to Cart Rate: +26%
Page Views Per User: +66%
Average Engagement Time: +35%
Customers now enjoy a faster, more seamless shopping experience with intuitive navigation, advanced filtering, and a responsive design that reflects Throwback’s brand identity and commitment to excellence.
Final Word
The collaboration between Throwback and Baseline has produced a website that not only meets but exceeds customer expectations. This transformation highlights how Baseline can provide personalised strategic digital innovations to elevate a brand's online presence. These innovations drive significant growth in key metrics such as total revenue, and enhance the overall customer experience. The revitalised Throwback Store website stands as a testament to the power of design and functionality in achieving e-commerce success.
