A website stuck in a rut
With beautifully packaged products and stunning social imagery, the Deborah Lippmann eCommerce team has creative content as a top priority. 75% of their homepage visitors are brand new, so inspiring content that tells a story and catches a customer’s attention is a must. But their website was stuck in a rut. Their rigid homepage template consisted of a simple carousel and static images, with no room for creative design, interaction, or engagement. And changing the structure would take so much time and development that it just wasn’t worth it.
Meanwhile, the path to purchase had become needlessly complicated. Featured images could only link to one URL. Each click from feature, to PLP, to PDP was an opportunity to lose a potential customer. Their portfolio galleries were static, and lacked the clickability they knew would improve customer experience and increase their conversions. Shopping the products featured in their How-To videos required customers to click text links that took them away from the video experience. Eventually, these challenges lead them to Creator.