31 January 2025
The value of reviewing and refreshing your ecommerce site’s user experience.
Working with Inkbox
We think it’s a progressive business that asks for a second opinion. But when you think about it, taking a neutral standpoint and being objective just can’t be done in-house. As a business owner you know what went into the approach and systems that you have worked hard to put in place – and unpicking them can be an uncomfortable process.
Along these lines, we recently undertook a piece of consultancy work for Inkbox, an online, global, temporary tattoo company, owned by stationery giants Bic. The remit evolved as we talked and it became an opportunity for us to work with the company’s website development team, identifying areas for improvement, specifically around the user experience, calls to action and purchasing journey.
Referring to some existing data, we considered the previously identified traits of the mostly GenZ – millennial audience. Understanding how these specific age groups shop was key to identifying potential improvements.
We found that an unusually high percentage of Inkbox’s traffic arrived via mobile devices so this was instrumental in informing many of our recommendations.
Aiming to improve the whole customer journey together with creating an easy, transparent purchasing experience were our drivers. We looked at the site from a cold start, both on mobile phones and desktop, taking into account:
- Customer ratings and reviews
- Ease of navigation
- Potential sales opportunities
- Optimising overlooked key content space
- Improving call-to-action opportunities
This led us to create wireframes and prototypes of different areas of the website to see how potential changes would integrate and benefit the business.
As a tattoo business, Inkbox is naturally highly visual and well represented across social media with more than 1.5m followers on Instagram alone. We followed this strength through into recommending a number of new visual strategies.
The Inkbox community is clearly evident – with artists and consumers in abundance – so we recommended that this aspect should be emphasised. The user demographic is reflected in the social media culture – comparing designs, showing results, collaborating and enjoying the brand. Adding Trust Pilot reviews to the product page was a recommendation that capitalises on the positive experience of this community.
To support sales we suggested:
- Adding a ‘quick view’ option
- Using key on-screen ‘real estate’ for promotional offers
- Adding dynamic promotional signposts
- A fixed call-to-action at the bottom of every page
The work we did with Inkbox was iterative, approached as a whole and then page-by-page. We considered it as a complete, cohesive online business and then took it apart to see what we could explore to enhance the user experience and facilitate simpler transactions.
Stepping back, taking some time, and approaching this project from a commercial, sector-specific, audience-led perspective allowed us to clarify a number of ways the Inbox ecommerce site could be successfully elevated.
