Boosting Performance and UX: Franklin Strap’s E-Commerce Redesign Results

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BeginCast: Franklin Strap, an E-commerce Evolution with Shopify Redesign
4:09

25+

Custom Designs

9K Sessions

In the first 30 days post launch

4 Custom

3rd Party Apps Integrated

300+

SKU's migrated, including variants, colors, etc.

40+

Core Pages Reworked, Migrated and Implemented.

“...We're incredibly appreciative of the work that [BeginBound has] done, and, you know, it was one of those things where when I had the first call with [Jesse,] things just felt right. And I'm really happy to see that sort of the instinct that I had from that call ended up playing out the way that it did because you guys have just been such a good partner with this project [for] us.”

GREGORY LANCASTER

President and Co-founder of Franklin Straps

INTRODUCTION:

Franklin Strap was founded in 1999 in Franklin, Tennessee, with a simple mission: to craft premium guitar straps that provide exceptional comfort, durability, and timeless style. Over the years, they have built a reputation for using only the finest materials, ensuring that every strap we produce meets the highest standards of craftsmanship. Unfortunately, their old WooCommerce website design, operation and ecomm experience on Wordpress wasn’t matching the quality of their product, so they partnered with BeginBound to solve this problem.

THE CHALLENGE:

  • Outdated website that was difficult to update and manage via WooCommerce.

    Site Maintenance was laborious with frequent plugins, updates and database upgrades constantly at issue.

  • Website ADA Compliance was low and needed to be improved.

  • High Risk Security Concerns (Wordpress is the highest maintenance and most at-risk platform for hosting a business website).

  • Outdated design and UI flow hindered online sales from being optimized and easy for the end user to complete.

    Website technology made any custom orders with custom logos or text being added to a particular order very difficult to achieve and confusing for the customer.

THE PARTNERSHIP:

Franklin Strap created a budget to adopt the Shopify Advanced Tier as a superior web commerce solution that would allow them a more modern and manageable e-commerce platform. BeginBound crafted a multi-step design and development process with two separate contracts so that the design process and contract would dictate the needs of the website development. This allowed Franklin Straps to make both long-term and real time decisions with their intended design and functionality that also dictated the budget for the eventual development phase. This transparency gave them full flexibility and control for their new ecommerce vision with BeginBound advising and consulting on strategy along the way.

 

And not a single hour was wasted maintaining what was already built. If your current web provider is charging you for “maintenance,” it might be time to give us a call.

 

KEY SOLUTIONS

  • A three-tiered Home page design process that after extensive discussions and meetings offered three different visions for a potential new website home page. This allowed Franklin Straps to pick and choose their favorite elements to combine and create a holistic consensus on their new design direction. All subsequent designs were dedicated to this process for brand continuity.

  • Custom Shopify Development on a custom liquid theme based on their unique design and layout, all integrated naturally with Shopify’s ecommerce system.

  • Custom Navigation drop-down options to allow for two-columns as well as a custom gift card call-out.

  • Custom Shopify Add-Ons to manage a broad selection of color options, fabrics custom shopping layout and easy access to several different product combinations and collections.

  • Additional Shopify App Add-Ons to allow a more custom checkout experience that included the suggestion of their famous Glider Capo, as well as the ability to allow users to easily submit their own text and image uploads for more custom straps on appropriate products.

  • Franklin Straps uses HubSpot Marketing Pro Services and having a new Shopify website allows all e-commerce data, website interactions and even sales metrics (abandoned carts, etc) to be seamlessly sent to HubSpot CRM for Smart Marketing and Sales Follow-Up’s. 

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