Expert Shopify Website Designer: Elevate Your E-Commerce with Custom Design Solutions | Case Study

The Roster x Out Brand Them Case Study

At Out Brand Them, we specialize in elevating e-commerce brands through strategic design, branding, and email marketing. Based in Seattle, our mission is to help businesses grow their digital presence and increase conversions. When The Roster, a Nashville-based fragrance brand, approached us, we knew this project would be the perfect opportunity to flex our creative and technical skills.

The Roster is a bold fragrance brand that tells unique stories through its product line, offering fun, relatable scents like “Dream Husband” and “Boy Next Door.” Their site, built on Shopify, was already attracting attention, but there was a key issue: the conversion rate wasn’t matching up to the traffic. As a company rooted in beauty and lifestyle, they needed their website to not just look good but to convert visitors into customers.

That’s where we came in.

Understanding the Problem: Low Conversions in E-Commerce

When The Roster first contacted us, they were experiencing several challenges. Their Shopify site was visually appealing but wasn’t optimized for user experience. High traffic wasn’t translating into sales, and we quickly identified the barriers:

1. Complex Navigation: Users struggled to find products quickly and intuitively, leading to drop-offs.
2. Unclear Call-to-Actions (CTAs): The CTAs weren’t guiding the user through the purchase process in a seamless way.
3. Lack of Engaging Copy: The existing product descriptions and copy weren’t fully leveraging the brand’s fun, relatable tone, making it harder to emotionally connect with potential buyers.
4. Missing Mobile Optimization: With many users accessing the site via mobile, an unoptimized mobile experience was hurting conversions.

Our Solution: Strategic Design and Copywriting for High Conversions

Our goal was clear: increase conversions by addressing the pain points while staying true to The Roster’s brand personality—fun, edgy, and unapologetically confident.

Here’s how we approached it:

1. Next-Level Navigation

We streamlined the user journey by simplifying the site’s navigation. We created clear, direct paths to products, making it easy for users to find exactly what they were looking for. We also incorporated dynamic product filters, helping users sort by categories like scent type, bundles, etc.

2. Compelling Copywriting and Product Storytelling

One of the major ways to increase conversions in e-commerce is through great storytelling. We revamped The Roster’s product descriptions to align with the brand’s voice—fun, relatable, and confidence-boosting. Each fragrance now had its own narrative, and we used playful, emotionally resonant language that connected with the target audience. This instantly boosted user engagement and kept potential buyers on the site longer.

3. Optimized Call-to-Actions

We redefined the CTAs on the homepage and product pages, creating a sense of urgency and guiding customers toward a purchase. Instead of generic phrases like “Shop Now,” we leaned into more personalized language like “Find Your Perfect Scent” and “Make Your Move.” This subtle shift gave users an emotional nudge, making them feel more connected to the buying experience.

4. Mobile-First Design

Given the high percentage of mobile users, we optimized The Roster’s Shopify site for seamless mobile navigation. We redesigned the layout to ensure fast load times, easy-to-click buttons, and quick access to key product categories. The result? A smooth, frustration-free shopping experience on any device.

5. Integrating Engaging Interactive Elements

We also included interactive elements to enhance user experience and increase engagement. One standout feature was a fun fragrance quiz that asked customers about their personal style and preferences. The quiz recommended a product based on their answers, which not only increased customer interaction but also led to more personalized and confident purchases.

The Results: A Boost in Conversions and Customer Engagement

After implementing these changes, The Roster saw an impressive boost in their conversion rate. By creating a smoother, more intuitive shopping experience, we turned casual browsers into committed buyers. The revamped copy and storytelling brought the brand’s personality to life, leading to higher engagement and more sales.

Our work with The Roster is a prime example of how thoughtful design and strategic copywriting can directly impact a brand’s bottom line. For an e-commerce business in the beauty and fragrance space, every detail matters—from the way products are presented to how users interact with your site.

"I can say with absolutely confidence this is one of the best partnership decisions I made for my brand! I found Out Brand Them when I was searching for someone to give our website a much-needed glow-up, and she exceeded every expectation. Not only did they respond quickly and jumped right in, but from the start, they completely understood our brand image and brought it to life effortlessly. They were positive and bubbly every step of the way. Their organization and attention to detail were top-notch, and they delivered a site that looks amazing. In a sea of services being thrown at you left and right, Out Brand Them is that rare gem you dream of finding. They were an absolute joy to work with!"

Why Choose Out Brand Them for Your Shopify Store?

At Out Brand Them, we’re more than just a design studio. We’re storytellers, strategists, and problem-solvers. Based in Seattle, we work with e-commerce brands across various industries—beauty, fragrance, lifestyle, and more—to create websites that don’t just look great but drive results.

Whether you’re a growing brand looking to boost conversions or an established business needing a fresh approach, our team is here to help. We’re passionate about delivering creative, conversion-focused design solutions tailored to your brand’s unique voice.

Ready to take your Shopify store to the next level? Let’s chat about how we can increase your conversions and create an unforgettable customer experience.

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