strong online presence is essential for success in the current e-commerce landscape. According to Forbes, by 2027, the global e-commerce market is projected to surpass $7.9 trillion, with 23% of retail purchases expected to take place online.
For budding businesses, this entails distinguishing themselves from the competition by providing frictionless digital shopping experiences, especially since something as simple as prompting shoppers to create an account can cause online stores to lose a quarter of their potential customers. A surefire way to stand out in this cutthroat business is by looking to industry leaders and applying their web design strategies to your own e-commerce store.
Oakley, a pioneer in performance eyewear and apparel, is known for its bold design philosophy that merges form and function. This is exemplified in its products as well as in its e-commerce approach. As of 2023, Oakley holds an 8.5% market share in the performance eyewear segment, making it one of the leaders in the industry. By integrating Oakley's design ethos into your e-commerce website and applying similar principles, you can elevate the user experience and drive conversions. Here's how to do it:
Harness the power of bold visuals
Oakley’s identity is deeply rooted in high-performance design and innovation. A major contributor to this is designer Peter Yee, whose futuristic aesthetic has become a hallmark of the brand. Throughout his decades-long career, Yee created more than 110 design patents for the brand. Notably, he played a key role in the design of iconic pieces from the Oakley Zero collection, including the Eye Jacket and Over the Top sunglasses. Today, this design aesthetic, characterized by retrofuturistic silhouettes, dynamic patterns, and striking imagery, is still reflected in its online presence.
To captivate customers and establish a compelling brand identity, prioritize visually engaging elements on your website. High-resolution product images, immersive videos, and bold graphics can enhance the shopping experience, making it more dynamic and engaging. Ultimately, investing in strong visuals for your e-commerce store can evoke a sense of style and performance that resonates with your audience.
Prioritize seamless functionality and performance
Oakley is known for designing eyewear that meets the demands of athletes and outdoor enthusiasts. This focus on high performance extends to its digital platforms, where the company ensures a user-friendly and efficient browsing experience. Whether customers are searching for limited edition Oakley sunglasses like the yellow-tinted HSTN or every day styles such as the Holbrook, the website boasts intuitive navigation and detailed product filtering. Shoppers can easily browse by discount, frame color, or intended use, creating an efficient purchase process.
Integrating similar features can improve user experience and drive sales for e-commerce businesses. Fortunately, platforms like Shopify have robust, all-in-one solutions that optimize website performance. With plans starting at $39 per month, Shopify provides unlimited bandwidth and fast-loading content, ensuring that your site runs smoothly across devices. A high-performing website reduces friction in the buying process, encouraging customers to complete their purchases.
Create a seamless omnichannel shopping experience
EssilorLuxottica, Oakley's parent company, excels at integrating its brands' online and offline presence, delivering a cohesive customer experience across multiple platforms. As highlighted by Insight News, EssilorLuxottica now has a Smart Shopper app that mimics the in-store experience of trying on sunglasses. Moreover, Oakley has a significant social media presence, where it showcases new collections for customers to explore. In our post, we explained that this approach is great for boosting brand awareness and driving traffic to your website.
To replicate this seamless shopping experience, businesses should adopt omnichannel strategies that connect digital and physical storefronts. Features such as click-and-collect, in-store pickups, and cross-channel promotions can bridge the gap between online and offline shopping, increasing customer engagement and retention.
By drawing inspiration from Oakley’s e-commerce approach, businesses can craft an engaging and high-performing digital storefront. From prioritizing bold and dynamic visuals to implementing omnichannel strategies, these principles can help you create a compelling shopping experience that resonates with customers.