Building a best-in-class eCommerce experience on Shopify Plus for activewear brand Balance Athletica
- Advanced Discovery
- Creative Direction
- Email Marketing
Body positive activewear brand Balance Athletica came to Avex ready for a fresh start online. Their old eCommerce website was outdated, hard to navigate, and inconsistent. At the same time, they had a large following on social media due to their mission: creating inclusive workout clothing that empowers everyone, no matter your shape, size, or background. Balance Athletica needed a place for those social media followers to go where they could feel immersed in the brand and easily convert into loyal customers.
The brand also needed a revamp on Vitality x Balance, a sublevel of Balance Athletica. With the mantra “be the change,” this extension of Balance was created by women for women and introduces staple pieces that coincide with Balance Athletica collections. The shopping experience with Vitality x Balance wasn’t up to the brand’s standards either, which was another important part of the design and development project.
- Shopify Plus
- Dynamic Yield
Our team started the project by doing an in-depth discovery to understand the brand’s current strengths and weaknesses. Then, we developed a production plan to map out the new site architecture and content types. At the same time, our designers put together several options for the creative direction. With the approval from Balance, we moved into designing the new, robust site using all the information gathered from the discovery.
After simplifying the navigation between Balance and Vitality x Balance, cleaning up the collection and product description pages, and ensuring the brand story was enhanced on all parts of the site, Balance Athletica had a state-of-the-art online presence. On the backend, we incorporated “back in stock” flows via Klaviyo for any products that are sold out, utilized metafields to develop a robust homepage for Vitality so that it felt like its own experience while still being tied to the Balance brand, and developed simplified product and collection templates for the respective brands.
Effortless Product Drops
Our developers implemented a countdown feature on the Shopify site where, if added, a “Coming Soon” page would show up an hour before a product launch with a timer and a place to collect emails and phone numbers. The team at Balance can now seamlessly publish this page to generate even more hype and ensure a smooth launch every time.
Smooth Commerce Experience
Before our refresh, it was difficult for users to be able to switch between a product’s different colors. With help from our developers, we were able to smooth out that process using grouped tags based on the product type and style.
Behind the scenes, Balance Athletica signed on for an ongoing relationship with Avex to ensure the site is at its best even after the launch. More importantly, Balance Athletica will work with Avex using the digital experience platform, Dynamic Yield to help with personalization and AB testing. Because of this, the brand can expect even better customer experience and higher conversion rates.
Clean UX Design
We redesigned the site to maximize screen space and create an easy-to-navigate process for all site visitors. Also included in the redesign was a simpler way to maneuver between Balance and Vitality.