A Website to Grow with a Growing Brand
STAUD, a LA-based lifestyle apparel brand, was founded in 2015 and by 2018 was a major player in their vertical. With iconic products, most notably their handbags, worn by celebrities and various cultural who’s who, STAUD’s reputation has only grown since their founding.
Their ecommerce solution was not up to par with the brand’s expectations, offering slow load times and a generally disappointing performance. As the target demographic of the brand is women under 40, STAUD knew they needed their ecommerce presence to match with their cultural footprint: elegant, sleek, and trendsetting.
Together, Corra &
Optimizing Performance and Taking Inventory of Desired Features
The first order of business when building STAUD’s roadmap was to optimize performance. No ecommerce solution can be successful, building positive conversion rate trends and yielding high ROI on investment, without a stable and performant foundation.
After ensuring the solution’s foundation would be scalable and a growth asset for STAUD’s future, it was time to build out the experiential part of STAUD’s website. The website needed to be like a supportive friend in the dressing room with the customer; offering advice, suggesting new things to try on, and giving approval when something looked great.
It was Corra’s job to take STAUD’s vision and turn it into a reality: a website that would respond to STAUD’s business needs for years to come.
Site Stability Comes First
All the whizbangs and technological gizmos in the world don't matter if a site’s fundamental technical performance isn’t up to snuff. This is why the first thing Corra did with STAUD’s solution was a broad code audit to look at where technical debt may have accrued and to remove any redundancies or instances of spaghetti code that may have been slowing down the website.
Site speed was very important to STAUD and so we kept that in mind when looking over their code foundations. One area that was poorly optimized and slowed down the site was their product filter system. By rewriting the code of the product filtering, Corra gave STAUD a foundationally sound place to start for them to build a performant website to help their brand grow for years to come.
Corra also added important quality-of-life upgrades such as an easy-to-access add-to-cart button that appears directly on the PLP. These types of small but meaningful upgrades may not be the flashiest part of a website, but they are often the biggest revenue creators. Reducing the number of steps a customer has to take to get to checkout is proven to increase conversion numbers across a website.
Complete Your Look
The best commerce websites have a personality. One of STAUD’s is a personal shopping assistant who wants to help you look your best, which is why Corra custom built a Complete-Your-Look feature where additional products are selected for the consumer and appear directly on the PDP, no page navigation necessary.
This is a benefit to the consumer because they get to see more of STAUD’s products, specifically products that align, or match, with the products they’re going to purchase. And it is a great benefit to STAUD because they have administrative control over which products the PDP will recommend, providing high-value upselling opportunities.
This control allows STAUD to push products they’re interested in moving, have on promotion, or are often bought in conjunction with what the customer is looking at. These types of custom features help STAUD drive conversion rates and continue the growth trajectory of their brand.
Custom Swimsuit Builder
Staud’s swimsuits are a hot item and to showcase them Corra built a totally custom experience where customers can mix and match swimsuit tops and bottoms. The experiential component of the feature, switching the individual swimsuit pieces is built directly into the PLP so shoppers never need to leave the main swimsuit page to create the look of their dreams.
Corra custom-built this functionality, QA tested it, and designed it, making a cross-functional effort. We employ in-house dev teams, design teams, QA teams, CRO teams, and offer strategic insight, making Corra a one-stop shop for a sterling ecommerce solution.
TotalCare Yields Performant Site and Frequent Upgrades
TotalCare is Corra’s budget-flexible, managed services program that offers frequent technical upgrades and strategic guidance. Through agile methodology, we meet weekly with client’s to determine and adjust their roadmap, making sure tickets are always tackling the most pressing issue. TotalCare isn’t only a technological upgrade service though, it offers strategic guidance where Corra recommends how to upgrade the solution in question and offers insight into which components may need to be upgraded in the future.
Every upgrade or component discussed in this case study was implemented or improved through their TotalCare contract. As the contract continues, STAUD will continue seeing upgrades, enhancements, and stability optimizations to their solution.
STAUD came to Corra with a high-traffic, revenue creating website that suffered from performance issues. Corra corrected those performance issues through a thorough code-audit, removing redundancies, and overhauling their product filter system to ensure the website offers superior performance at all times.
On top of the stabilization and performance upgrade, Corra built STAUD several one-of-a-kind features that give STAUD shoppers a special experience. From a custom-swimsuit builder, to a complete-your-look feature that recommends personalized products to shoppers, STAUD’s commerce solution is now an indispensable asset to any business initiative the brand may take on.
Black Friday, Cyber Monday is a big weekend for retail brands. 2023’s BFCM was a huge success for STAUD, where they saw a 113% increase from 2022, in part because of Corra’s site optimizations which allowed more customers to make purchases on the site simultaneously without any performance hiccups. We’re grateful for our partnership with STAUD and are excited to see their website flourish over the coming years.
BFCM is a critical time of year for any retailer and it’s all eyes on the site with high volume expectations. This year, we partnered with Corra, to define and execute a strategic development roadmap to ensure our customers had the best site experience possible during the BFCM event. We’re excited to continue our partnership with Corra and for our shared ecommerce growth.
Senior Director of Ecommerce, STAUD