Erie Drive - Version 2Specificity of Voice and Optimization
Our work did not end once Erie Drive’s site went live. Infact, it had just begun. We continued to assess and analyze the marketplace inwhich Erie Drive’s products were placed. Part of that assessment processincluded conducting usability tests, which proved to be incredibly telling. The feedback received pointed to Erie Drive lacking a definitive space and role within the e-commerce space. We responded to this feedback by identifying a target audience and clearly defining Erie Drive's niche: offering the most creative, handpicked gifts & home accents. Once this voice and style was pinpointed, site traffic and sales increased, which led to a fine tweaking phase that included optimizing the site page load time. There was also a need to consolidate the individual categories, which allowed for a more free-flowing browsing experience. By placing more of an emphasis on the products themselves, it allowed for each unique, individual item to speak and tell its own story. Many of the goods Erie Drive offer are trendy and timely as evidenced by one of their most popular items, the innovative Lollacup, which was featured on ABC’s hit entrepreneurial show, Shark Tank. We were able to capture products’ modern relevancy by executing banner ad campaigns that focused on specific items and their individuality.