Situation

Over the past decade, Elk has gone from a start-up to one of Australia’s most recognisable boutique fashion brands with Wolf Interactive managing its digital setup and strategy since inception. The new site had to be able to showcase and sell Elk’s sizable product catalogue. Key to the development was giving consumers an enhanced shopping experience that was in line with current consumer behaviours and expectations. It also needed to be visually flexible to highlight seasonal ranges. The site also required a robust online stock management system to match an ever-growing business.

Solution

Wolf launched a new website for Elk Accessories; the e-commerce site is fully responsive, with new features including geo-specific content, an interactive lookbook, an enhanced shopping experience and modern navigation tools. 

Geo-specific content settings allow site visitors in Australia and the US, to view products relative to their location. An Interactive look book lets site visitors shop the key looks from the current women's and men's collections and the previous winter collection. The online shopping experience was enhanced, through a full redesign with key user experience and user interface principles central to the development.

Modern navigation tools such as the dynamic menu were kept simple, intuitive and consistent across the site.  

Another focus for the new site was the full integration with an online stock management system, which in turn, integrates with Elk’s internal accounting systems. Wolf integrated Elk’s system with the online stock management software, Datapel. 

Key Improvements

93% lift in overall site traffic
69% uplift in traffic from organic search
59% of visitors were new visitors in first month
42.5% of total sessions in first month were on mobile devices, the best result yet
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