Creating a giant
A new website and content strategy was just what was needed to up Twig New York's e-commerce game.
Problem
Twig New York was originally set up as a wholesale supplier. As such, its existing website lacked any cohesive design or strategy. E-commerce orders trickled in, amounting to just 2% of the company's revenue, even with higher direct-to-consumer prices.
My role
At Twig, I did a bit of everything. My primary role was to develop the new e-commerce platform to help us grow the business. I also worked on inventory and order fulfillment while filling in, when required, in customer facing roles such as support and at trade show events.
A brand new website.
SEO optimized content for each page.
A new library of professional images.
Prepared a new collection for the launch of the new site.
Started posting with a regular cadence.
Leveraged the audience of designers who created Twig's collections.
Create a buzz around the site's launch date.
Promoted the new site through Google ads.
Used e-mail marketing to our existing audience.
Partnered with existing stores that carried Twig products.
Set up Memorial Day and Thanksgiving as two annual sales.
Solution
Designed and launched a brand new website with clear categorization giving emphasis to the beautiful collections that had been brought to life by our creative team.
Item pages with descriptions, photos, other collection items and similar products.
Created an effective site navigation structure.
Encouraged sales by highlighting relevant products.
Optimized breadcrumbs to ensure easy navigation.
Applied SEO best practices.
Created evocative stories for each collection.
Created high resolution choreographed imagery.
Launched the new company tagline: "Beautiful things for your everyday life"
Created a comprehensive shipping policy.
Created content for returns, refunds, use and care instructions.
Partnered with FedEx and UPS for fast fulfillment.
Partnered with Stripe for secure payments.
Results
A new era for Twig New York
2020, despite its challenges, saw a 600% rise in e-commerce revenues.
In 2021, sales rose another 200% to represent 40% of Twig's overall revenue, up from 2% pre-launch.
With higher profit margins from direct-to-consumer sales, Twig was able to open a new fulfillment center.
By 2022, Twig's revenue had quadrupled compared to 2019.