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Southern Straps experienced a negative impact on its bottom line due to an undefined brand identity and an inflexible eCommerce website. Key issues included confusing navigation, lack of customer-facing functionality, poor product image rendering, difficulties with product sorting and filtering, and inadequate mobile responsiveness. These factors contributed to high cart abandonment rates and lost site traffic, hindering customer satisfaction and overall growth.
Southern Straps is an online retailer specializing in high-end, custom-designed replacement watch straps for leading smartwatch brands, particularly Apple Watch. They offer both Italian leather and ballistic nylon options, leveraging a patent-pending spring bar system.
By implementing these improvements, Southern Straps anticipates a significant positive impact, including a 30% increase in online sales, a 67.68% increase in quote requests, improved customer retention (17% return customer rate), and increased average time on page. The enhanced brand perception is also expected to translate into stronger brand loyalty and improved offline business opportunities.