Transcript of the walk-through video
Hey, Scott Austin here from JV Pomo and this video, I'm going to walk through the new store build that we did for authentic vintage posters. They're a vintage print shop located in LA Jolla, California. They've got a physical location, which isn't open yet, and they have an online presence and they actually have customers around the world that they shipped to. Because the posters are, you know, flat lay, you know, paper and they can roll them up and ship them anywhere fairly easily. So they sell art or prints posters, right? And I've done this before with different art stores and photography stores where I go with a dark background and that really lets the content pop much more than a white background does now back, you know, a dark background, you know, is harder for readability in contrast. Totally true. But I think the benefit to the content totally outweighs the any hit to the contrast and readability. We also, you know, we we've hit our texts a little bit bigger to help with the readability issues. So I consider a dark background, a really bold step. And actually when I was working with then the owner of the store it was, it was white beforehand. Actually, this was not a new store build. So this is a redesign a new thing of rotation. And I went with the dark background and then I said, this is going to freak you out. Right. And it freaked him out. And I said, just give it a time, give us, give it a week and let's see how it grows on you. And there were little things he didn't like about the dark background that once, once we fixed and now we're both in love with it, we both think it's, it's fantastic. And it looks a lot better than I even thought it was going to. I'm super happy with the way this dark background and this steel blue offset color we've got going on in the orange all really work together and just let the content pop to the front. Right. So here, you know, all, all I see is the images. And if I go onto the image page, you know, the image is just popping for me there. And throughout, right, it's this dark background just lets that content come to the forefront. So let's look at the homepage and you know, I like a banner image that sets the tone, like the, you are here map, right? And this is only a unique piece of history, a hundred percent original, no modern reproduction. So really, you know, emphasizing that, Hey, this is art for your walls to help, you know, make your place your own, whether it's your home or your business or whatever. And they're also old and originals, so, you know, no modern reproductions. So you're actually buying antiques here. Right. and you'll see that in the prices where, you know, they're, they're, it's not like buying a $10 poster down poster shop, you know, when, when you get let's just look for, for example my favorite band, pink Floyd, you know, they have a pink Floyd, a poster from 1982 and you know, it it's $600 because this is from 1982 and there's not very many of these lying around anymore. So there's a scarcity and a rarity to these, which makes them, you know, higher valued. And so we started off with some featured, you know, vintage posters, a collection, and then we have these categories and there's more categories in this. This was the most popular categories and what we did as we rolled out the new design of the site, you know, we had different filters for different categories in collections, and there are different ways to move things around. We actually watch the customers and their click habits. And as they clicked, you know, they're basically voting for what, what stayed in. We actually had more choices early on in the ways to start your shopping experience by these different, you know, top level collections. But also if we look at shop ball, we had more filter options on the side. And I think we're using, I think it's the, the boost app for yeah, the product filter and search by boost is what we're using for the filters. And we had more categories in this and we got rid of the ones that people didn't use. And then we move them up and down based on which ones were used the most. Right. And we found that size of the most important criteria and then how old something was. So as, and you know, these weren't in this order in the beginning, but we use the data from the customers and then change the ordering based on that, which was actually a lot of fun to, to see what was important to customers and then adjust the store so that what was important for them, it's easier to find an up front and center. And then on the, you know, the by category here, this is one example of, you know, how you can really make the content pop. We went with round images here instead of square, but we also, we, we, these are JPEGs, not PNGs cause we wanted to reduce the weight of them. So we also made the JPEGs and the same dark background as the background color of the site. So here, if I open this image in a new tab which I'm not seeing how to do here, let's see if I can just show them this way. Yeah, here, you can see the images, you know, they're square images and they have that background color in the background of them. So it just blends in seamlessly with our dark background, walking down the rest of the homepage. So we picked the most popular of the collections and then we allow them to, you know, start shopping by size, also see the newest arrivals. And the interesting thing here is a lot of their products. They only have one UF, right? Because they're antiques, they're vintage and there's limited supplies of them. So what's new is really important to people because it may not be around for long. So the first person that buys this when there's a quantity of one, right, the first person that buys, it means that it's now out of stock after that. So people are really in tuned to staying on watching what's coming. What's the newest things so that they can grab it before someone else does because there is a scarcity behind them, which is why you see our first collection is new arrivals just loves some of these designs and colors are just, just beautiful. And what's, what's awesome about these, you know, vintage is, has got stuff from around the world. So different languages, different cultures, all sorts of fun stuff. And then on the rest of the homepage, we've got customer reviews. And that really, really big display of reviews here for them. Cause the, the, what people say, I find what your customers say to be super, super valuable and really important to other customers. And your customers can say things that you can't say yourself, right? So allowing their words to come out and be seen as really important. Now the interesting thing here is because most products have a quantity of one. Once they review this, it really isn't helpful anymore for that product because that product goes to what we call the pass pieces section. So we keep all of the old products you didn't see, it says sold out right here and to keep all the old products on the side, cause they may come back in. But it also allows people to see what types of products are out there, you know, and, you know, get, get also that understanding of the scarcity like, oh, that's really cool. I love a reefer madness poster, but you can't because you didn't come here and get it quick enough. But by showing it here we show, Hey, this is kind of stuff we had. And you'll notice here. We also allow you to sign up in case it comes back in stock, right. And then uses this information for, so you can see what types of content, people of his past inventory, people are interested in and use that to drive his portfolio moving forward. Right. for example, you know, then as a bicyclist and he actually has a lot of bicycle let's actually just go there. Like we have a bicycle category. Yeah. Cycling. So he's got a lot of bicycle and motorcycle posters. And there's a lot of them that are also sold out. It's one of things he focuses on. It's a couple of areas that he focuses on. So people know that and you know, bicycle enthusiasts are coming to him. But by seeing what other content categories of his past pieces people are saying, Hey, I'd really love to see this back in stock again. So if someone clicks on a cigar ad from 1920 or something, and you know, all of a sudden 20 people click on that, that might be a good indication for the store staff that maybe cigar ads are something that people are interested in. And we should look at, you know, getting some of those added to our portfolio, even if it's not the same exact product. So that, that past pieces is a way for the store staff to cope, to collect information on what is of interest to customers, even though it's no longer in stock. So, and, and a lot of people are gonna get to this page through search, right? They're going to search for, you know, whatever term is relevant for here, maybe 1920s period encyclopedia. And they're going to see this and go, oh, you know, it's not longer available, but let me put my vote in for it kind of thing. So let's go to the rest of the homepage. I think, I think we've covered the whole homepage on, they got an Instagram feed right now we're using for Instagram, a new app Insta feed, which is working really well. And he use them before it was not working that well. So we've got a new app and they're really happy with the fact that it's actually rendering cause the other app, just for whatever reason, just stopped working. And it was, we were using their free level on their, their whole upsell was by the paid version, which I'm not a fan of that. I don't mind paying for apps, but you're free. You're free version should work. If you're going to put it out, a free version is my humble opinion. Now we allow people to start their shopping experience a number of different ways, right? We've got the bike categories. This is a list of collection pages. Each one of these is a collection underneath them. We also allow them to shop by origin, right. So what country did this come from? Maybe you're interested in Spain. So you could see, you know, posters that came from Spain. You might be interested in the timeframe. It is maybe you're like 1801 to 1850 for some reason. And so you could see things from that time period. It's actually fun to look at some of the older ones and go through them and then also by size. So, you know, you want some, you know, bold art for your wall. You're going to go for oversize 43 inches plus, and look at all the big stuff where you can go a little, you know, whatever size you want. And then if you just want to shop all and just browse that way, you can also do that. And that, you know, here, you can see it 620 posters for sale in the store right now. And we're using the boost filter app. And that shows you account for each of these different filters that we got going on. So that's a really good way for people to, you know, they can look at everything and then start whittling it down to a more definable set. So let's just say, I'm looking for big art and now I want to see things that are super old. And now I got four choices. I don't have to filter anymore four choices enough for me to look at them, compare and contrast them all at once and make my choices, but go into a product on our product page. There's this wishlist functionality, which is an app called wishlist king, which up working really well. The app is quite honestly very poorly built. There's no control over colors and layout and stuff like that. But you know, if you can go in and edit liquid code on your own, you can make that happen and CSS. But you know, I, I was pretty disappointed with the control. We had built into the app. There wasn't, there was no controls for settings and that kind of stuff, but with CSS and liquid, we can make it work. And here, if I add it to the wishlist, right. And I go here and my wishlist on now see that there it is in my wishlist. That's really nice functionality. And it also the wishlist app Willings I do like about it is it allows us to see how many people have added products and how many products they've added. And we actually saw the second we installed it, people started using it. So that wishlist functionality was important to these customers. I think a lot of stores, a wishlist is a little bit overkilled, but it makes total sense in a store like this, where, you know, a it's a high dollar value item. So I'm going to spend a lot of time sharpening considering. So people are gonna come back multiple times and they're going to want to compare, you know, I got this, I want one piece from a wall I've got an under these five items in a wishlist is a really great way to do that. So the wishlist app is working really well. They got really nice descriptions for their products. And we've also done some things where we put in some Metta fields for what year it was from and what the sizes, and then just using liquid. We did some math. So, you know, the Metta field says it's from 1880 and then we do math. So it's 141 years old cause it's 2021 right now. So in 2022, it's automatically going to say 142 years old for us and our automatically converts in the English or Imperial system into the metric system, also here for the sizes. And we also have some products seals and those vary based on the products, you know, free shipping, guaranteed, authentic, and global shipping. Those were global rules across all the products, but some products will have specific product seals based on their attributes. And then what we did in this store, which they normally don't do. Also, you know, this shopping experience is very different than most shopping sprints because it's a lot more browse centric and I'm going to take a lot of time considering things I'm going to compare and contrast stuff. So we show our tags on these product pages and allow you to click on any one of the tags and see a collection based on that. So if you want to see wisdom, Berg, who is a, I believe designer or a printer of a vintage art, you can go to just see what is in the store from that one tag, right? And if you click on any one of these other tags and say, oh, I want to see what's from 1851 to 1990, so or 1900. So this is a way for allow customers to start their shopping experience and continue to explore and browse through what they find interesting. You notice here on the the gorilla here on this collection page, because I've added to my wishlist. It has already shown that it's in my wishlist where you know, a product over here, none of my wishlist, the hardest blank, or just an outline, the one that is in my wishlist, it's a solid fill. So we also on our collection pages have a product accordion with lots of information. And half of these are information applies to all of the products like shipping and returns, but a whole bunch of these are specific to a given product. So for example, this product is tagged stone lithograph, which is a printing method. And here we explain the stone lithograph method, right? So a lot of these are, you know, based on information about a specific product origin that general to all the products, but lots of information there. What we're trying to do is give the customer as much information as we can about this product and things, you know, around the purchase experience of this product so that they can get as informed and educated as possible without having to leave this page and get lost and go to other pages, right? This, a lot of this content exists on other pages. Also, we just bring it into this page, the product page so that they don't have to leave the product page to learn more information. And you remember, before I started about how most products are a quantity of one. So what we do is we show the ALC reviews on the product pages, because by the time this product gets reviewed, it's only gonna be purchased by one person. It gets one review and then it's out of stock. So we want the benefit of reviews and, you know, you see here, right, good packaging posters in great shape. A lot of people talk about the condition and the purchase process. That's really valuable information, regardless of which product page you're on, right. It came quickly. It was very well packaged that's information that isn't just apply applicable to that product. It's applicable to any product in the store, which is why I brought that information in this, you know, very tech centric view of this is, I think he's judging me review app that we're using here. So if I add a product to my cart, you can see here that you know, he's got multiple products using that same color scheme, right? That dark background throughout things we have this little promotion here at this order has free shipping, right? I think free, yeah. Free shipping is over $250 in the store. So we added some liquid codes to the theme that if the cart size is greater than $250, we put this little information down here, Hey, this order is free shipping just to try and incentivize them or reaffirm for them. What's going on. And then the checkout experience we've got that brand that also we're doing that same really dark. What I call bold branding, where using all three of the colors that are used throughout the site here and really being consistent in that branding. So that's our shopping experience. And if we look at some of their evergreen pages, let's first go to our story, this is a great about page here's VIN and the staff at the store and each person person's showing their favorite piece of art and a little story about themselves. They also showed a nice backdrop in the oil where they're located. So this is just, you know, a beautiful, a beautiful about page. And they talk about, you know, vintage posters, why you might want to buy one, some things to think about, same thing with antique prints and then, you know, information about poster, condition and grading, because each poster, when you're in one, let's just go to one here. They talk about the condition, right? Very good conservation mounted on Linden border, where border, where minor stands, increases pride on linen backing. So there's that whole page of condition explains the different conditions and how, how posters are judged. There's even a nice video here that then did on how they package their poster. Cause if you're gonna spend, you know, a few bucks in your poster, you want it to show, it shows open as best to condition as possible. So they put together a video on how they package them, which is really nice, same thing on framing, some more content and education for customers reviews from judge me all aggregated into one page. We already showed you the past pieces. They also buy posters. So this is a page where people can come and say, Hey, I've got a poster to sell and they can, you know, give a little information, upload a photo because we're uploading a photo, we needed an app to do that. So we used a whole gaps forms for that purpose and news as their blog. And then we've also got a contact us page. We should probably have a, we don't have a map on that one yet. Cause their, their location is not open yet. That'll be happening pretty soon and they'll put in their location in the map and that good stuff. All right. So that is authentic vintage posters, a store redesign that we did on a Shopify store using the fluoxetine. Thanks for watching.