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tags: wigwarehouse, ww
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[toc]

# Quarter 2 (Q2), 2020: Strengthening Brand & Increasing Traffic

## Strategy Overview
High-level goals: **(1) Continue to build on objectives from Q1. (2) Strengthen brand identity, and (3) boost traffic.**

## **Objective**: Update brand and increase brand consistency
- **KR**: Update color scheme.
- **EITHER**: Choose a new color scheme with less saturation (the red is "too red" and harsh) **OR** reduce use of primary color across the site. (Please check out the bottom of this document for some screenshot ideas.)
- **KR**: Create a modern logo
- For now, a simple sans-serif update should be fine!
- **KR**: Use new logo to replace the current "favicon"

## **Objective**: Try reaching out to bloggers
Working with bloggers is one of the best ways to get traffic to your site. After doing some internet-wide scanning through Ahrefs.com, I found several blogs that have already written posts about WigWarehouse. I've listed 3 below:
- [ThatSister](https://www.thatsister.com/best-wigs-for-black-women-thatll-transform-your-hair/) gets a great deal of traffic. Consider creating a coupon code or doing a paid promotion with them.
- [Popoptiq](https://www.popoptiq.com/online-wig-stores/) has done an article that includes WigWarehouse.com links. They get a fair amount of traffic and ranks well. Perhaps consider reaching out to them to do a paid promotion or giving a coupon code.
- [LoveToKnow](https://hair.lovetoknow.com/Costume_Wigs) is the same as above.

## **Objective**: Further increase trustworthiness of the site by investing in the quality of website copy
- **KR**: Add ~5 testimonials that were received in Q1 to the homepage and the "About US" page

## **Objective**: Increase traffic
- **KR**: Increase paid traffic by 5% by either:
- doing paid ads on Google
- doing a "giveaway" of free products (or something) through [Gleam](https://gleam.io/app/competitions), so that users will re-tweet you
- increasing targeted ad spend (we can try using 1.2 x our current budget to start. If there is no marketing budget, $500 on Google/Insta should provide some inskight)
- **KR**: Increase organic traffic by 5% by
- strengthening content on about page, FAQ, emails, etc

## **Objective**: Continue to improve customer experience with small tasks:
- **KR**: Perhaps look into some of the ideas below:
- Add “Get Started” section with specific, well-written content to help new customers
- Update shopping cart page to be much, much simpler. This is a good example of a shopping cart page: 
- Swap out logo with high-resolution, @2x PNG image
- Include warnings in a specially-designed section, like this:
:::info
- **SANITARY NOTE**: In order to be keep all wigs and hairpieces clean under sanitary law to the State of New York, Dept. of Health Regulations. (Protect our customers from lice, diseases and other viruses, therefore all returned items will be carefully inspected and must meet our return regulation before issuing store credit or exchange to others). Please try on wigs over Wig Cap for sanitary reasons.
:::
- IF Volusion allows, consider enabling purchases **WITHOUT** users having to complete email verification

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## Some Mock-Ups

I fake-coded some example updates to give you some ideas for what a redesign could look like.

### Update Favicon
### "About Us" page is JUST text - no products
### The "Cart" page is clean, simple.
### The page footer has some slight text size changes
### I added `border-radius: 100%;` to product images to highlight them a bit more.
### A homepage modernization update:
- New, simple, sans-serif logo using `Roboto` font
- Move search bar to the top
- Text is now lower-case
- "View Cart" -> "My Cart"
- "BRAND" -> "Shop By Brand"
- "MEN'S WIGS" -> "For Men"
- "HAIR ACCESSORIES" -> "Accessories"
- "NEW ARRIVALS" -> "" (We can put that somewhere else)
- "HAIR PIECES" -> "Hairpieces"
- "SHOP BY CATEGORY" -> "Browse Catalog"
- "Welcome (...)" -> ""


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