Elevating Ché Studios Online Presence and Driving AOV Growth

A sustainable UK based clothing brand, founded in 2019 by international model Oliver Cheshire. CHÉ Studios was born with a mission to blend style and substance since inception. Specialised in cutting-edge, sustainable resortwear and swimwear, CHÉ effortlessly combines the laid-back vibes of the West Coast with the refined sophistication of the Cote D'Azur. WIRO partnered with CHÉ Studios to refine its online presence, boost average order value (AOV), and improve conversion rates through a data-driven and user-centric approach.

CHÉ Studios faced several issues with their online store:

Event tracking: They lacked a proper event tracking in which previously implemented features could not be tied to specific performance improvements, limiting data-driven decision-making.

Brand storytelling: There was nothing mentioned about the brand such as what to they stand for, what is special about them, leaving potential customers disconnected.

UX/UI appeal: The sites UX/UI felt blocky and basic which felt as an off-the-shelf template rather than a premium brand experience.

Navigation: They had a inefficient navigation in the bodywear landing page that lacked clear calls to action and headers.

1. Product Detail Page (PDP) Enhancements:

• Added coordinated product tabs to highlight matching items, such as suit jacket, it would have a tabbed co-ord for the matching trousers. This feature helped increase AOV massively.
• Updated UI around these components, including selling points and full-screen image thumbnails.

2. Improved Navigation & Tracking:

• Since the existing navigation was not driving enough traffic, improved and formatted the navigation to push more traffic.
• Introduced a header for bodywear pages, ensuring users could easily return to the main site or explore additional categories.
• Incorporated event tracking for new features to measure impact and attribute changes to specific updates.

3. Homepage Redesign:

• Narrowed the hero image to encourage scroll depth, ensuring users could see content below the fold.
• Added links to categories and products to create a more dynamic and engaging homepage.

4. Visual Updates:

• Introduced more white space and editorial-style layouts, creating a premium feel similar to  magazine type editorial content.
• Enhanced swatch functionality to make sure people knew that a certain item was available in lots of different colours.

5. Brand Storytelling:

• Recommended incorporating a brief about “About Us” section, to share brand values and history, and to better connect with customers.

1. Increased AOV: The introduction of coordinated product tabs led to higher multi-item purchases.
2. Enhanced User Experience: Improved navigation and product discoverability reduced user frustration and boosted engagement metrics.
3. More Engaging Homepage: Scroll depth increased, with users spending more time exploring categories and products.
4. Foundation for Growth: Event tracking now allows CHÉ Studios to measure the effectiveness of future site updates and campaigns.