The Draft/Website
Website The Draft: Comprehensive development of The Draft’s online store, from the initial Shopify setup to its evolution on SquareSpace, including design, product photography, and marketing strategies.
Problem
The Draft faced two major challenges: positioning its website to compete with high-level brands and successfully selling a premium-priced product. The website needed to function as both a catalog and a seamless e-commerce platform while ensuring a trustworthy and enjoyable purchasing experience. Customers had to feel confident enough to place their custom bike manufacturing orders directly through the site, requiring a well-designed user journey, strong branding, and a frictionless checkout process.
Solution
To address these challenges, we developed an online store that functioned both as a catalog and a high-converting sales platform. The website was designed to not only sell secondary products that enhanced the brand but also to facilitate the purchase of the main product—custom bikes—by enabling direct interaction between customers and the company. Additionally, we strategically tested the market’s response to high-ticket, ready-to-purchase products, ensuring a seamless shopping experience that built trust and confidence. To strengthen brand positioning and educate potential customers, we leveraged the blog as a key SEO tool, helping users unfamiliar with our product to discover and better understand our offerings. Through a combination of content strategy, UX optimization, and targeted marketing campaigns, we maximized both visibility and conversions.
