A Masterclass in Brand Conversion Design: Lake Pajamas Case Study

Left brain, meet right brain. Brand team, meet ecomm team. Ying, meet yang.

The best path to winning is balance. In the world of selling online today, the winning balance is data-driven conversion optimization with brand design and storytelling.

Brand Conversion Design is a concept coined by the Vaan Group, a forward thinking ecomm design agency out of NYC I’ve been advising for the last couple years. The idea advocates for an integrated approach where storytelling and commercial objectives are not traded off but harmoniously blended. There are many principles to achieve this balance.?

As my friend Dmitri Siegel (CMO of Outside.com) says: “Every so often you have to sweep up the incremental learnings and transform them into a comprehensive site redesign that positions or elevates the brand without compromising on performance.”?

Yes. But how?

Vaan was able to share details of a Lake Pajamas as a prime example of Brand Conversion Design in action. This article delves into three pivotal principles of this design philosophy, illustrating their application in the transformation of LAKE Pajamas' digital footprint.

Background

Founded back in 2014 with the belief that comfort should be celebrated through incredible pajamas, LAKE designs and manufactures the softest pajamas imaginable in elegant styles using the highest quality fabrics.?

They came to Vaan in search of an agency that could overhaul its website to reflect the recent growth and success of the brand.?

Principle 1: Data-Driven Insights and Benchmarking

The approach to digital design should transcend traditional performance metrics. By utilizing tools like WEVO, they quantified qualitative elements of a brand's digital presence.?

In the case of LAKE, pre- and post-design WEVO reports were instrumental. They set benchmarks and guided the redesign process, offering insights into first impressions, engagement, and intuitiveness.

WEVO’s pre-design analysis highlighted critical gaps in LAKE's website, particularly in conveying brand appeal and product value.

Following the redesign, WEVO reports showed a significant enhancement in user perception, validating the effectiveness of the brand conversion strategies implemented.

Principle 2: Aligning User Experience with Unique Selling Propositions

A cornerstone of Brand Conversion Design is aligning user experience (UX) with a brand’s unique selling propositions (USPs). This approach is not just about aesthetic appeal but about creating a UX that reinforces and amplifies these USPs.

LAKE’s USPs, such as the quality of their fabrics and the variety of styles, were not adequately highlighted on the original site. The redesign strategically placed these elements at the forefront, enhancing product appeal and brand narrative.

The incorporation of sections like “Best Sellers” and “Shop by Fabric” directly addressed customer preferences and needs, leading to a more intuitive and engaging user experience.

Principle 3: Seamless Integration of Storytelling and Commercial Objectives

A third and perhaps most intricate principle of Brand Conversion Design is the seamless integration of storytelling with commercial objectives. This principle challenges brands to create a digital environment where narrative and commerce coexist and enhance each other, rather than compete for attention. It's about crafting a digital space where every element tells a part of the brand's story, while also guiding the user effortlessly towards making a purchase.

The application of this principle is vividly illustrated in the Lake Case Study, where LAKE Pajamas’ website transformation serves as a prime example of harmonizing brand narrative with commercial success.

The redesign of LAKE’s website focused on integrating their brand story with commercial elements. This included more effective product displays and the introduction of gift options, which were crucial given LAKE’s popularity as a gifting choice.

Results

Post-redesign, the site not only showcased LAKE’s products more effectively but also connected more deeply with consumers, leading to increased mobile conversion rates and AOV.

Post-launch, LAKE saw a significant increase in brand appeal (61%) as well as in conversion rate across the board. They saw a 12.77% increase in mobile conversion (and a 25.27% increase on desktop).? Post-launch also saw increases in AOV: a +2.6% increase in AOV on mobile. On desktop, an increase in AOV of +1.68%.

The Lake Case Study is a testament to the transformative power of Brand Conversion Design. By adhering to principles of data-driven insights, aligning UX with USPs, and integrating storytelling with commercial objectives, LAKE Pajamas not only enhanced its digital presence but also achieved substantial growth in key business metrics. A well-executed brand conversion design can be a catalyst for significant business success.

I’ve had years of branding, conversion optimization and ecomm experience over my career. But things are always changing. If you like to learn from others, like me, I recommend you get the full deep dive presentation on Brand Conversion Design (and case studies) from Xavier Armand, CEO of Vaan Group.?