Stepping Up eComm with Custom Fit & Style
Feetures
Feetures sells the best running socks on the planet (we're not biasaed, you are!). In 2020, as home workouts exploded in popularity in response to the pandemic, the Feetures team, located in the Raleigh, NC area, wanted to elevate their online shopping experience with a fully custom website redesign. Their business had grown on their old theme, but they needed a more dynamic site that was made for their highly technical socks while providing a top-tier brand experience.
We crafted a bespoke design that elevated Feetures' online brand identity while enhancing the user experience. The design was tailored to create a seamless shopping journey, with a focus on intuitive navigation, clear product presentation, and engaging visuals.
Custom Product Listing Pages (PLPs)
We revamped the PLPs with a streamlined, organized layout tailored by product type. To enhance the shopping experience, we added a secondary navigation, enabling users to filter by product type, activity, and more. To bypass Shopify’s product-per-page limit and improve custom filtering options, we integrated the Shopify Collections API.
Additional Highlights:
- Introduced color-highlighting features to promote seasonal sales
- Custom-built bundle savings options to encourage larger purchases
Custom Drawer Cart & Cart Page
We designed a custom drawer cart and cart page featuring large product images for to ease the shopping experience. To encourage higher order values, we included a free shipping progress bar. If the cart total doesn’t meet the free shipping threshold, flat-rate shipping is automatically added to the cart summary, ensuring transparency and reducing surprises at checkout—ultimately lowering cart abandonment rates.
Custom Product Details Pages (PDPs)
The Feetures team aimed to differentiate the shopping experience for men and women without creating separate product listings by gender. We implemented a feature that dynamically displays default product colors based on whether the customer is browsing the men's or women's collections. On the product pages, customers can also toggle between men's and women's tabs to view color variants available in their specific size range, giving the team greater merchandising control.
Additional Highlights:
- Dynamic image display that automatically shows a range of images per color variant using image alt text.
- Custom upsells that enable the selection of specific upsell products at the product level.
- Automated below-the-fold content utilizing metafields, ensuring consistent product information.
These features create a seamless and cohesive shopping experience across all products, while minimizing manual effort for the Feetures team. By promoting bundle savings and offering personalized upsell options, the site now effectively encourages higher average order values (AOV). The comprehensive redesign of Feetures.com has not only enhanced its functionality and visual appeal but also significantly improved the overall customer experience.
