Jing Leng — a model, fashion consultant and personal buyer — was spending hours trying to find luxury clothing for her clients. That Balmain dress? Forget about it. She wasn’t going to find that French cocktail dress quickly.
Challenge: Create seamless UX for retail buyers
- Searches take seconds vs. hours
- 2.85% CTR
- $588.44 average order value
That’s when Leng and her husband, technologist Brian Li — CEO of the Voguery Group — decided to digitally aggregate as many high-end fashion brands as they could through their shopping destination, ModeSens.com, in January 2015. But affiliating themselves with the brands wouldn’t be enough, they found. So by August 2015, they’d added in the marketing tactic of optimizing their e-commerce destinations with long-tail search results.
To do so, the couple employed their knowledge of the luxury fashion buyer. That buyer queries brand names, specific items, the season and the color. So they optimized ModeSens.com and the iOS app for those keywords and displayed the results for each luxury brand.
Since optimizing ModeSens, it’s taken mere seconds to find that Balmain dress, as well as other luxury clothing line items, Li says. That’s why the site began having a double-digit growth rate, as well as a clickthrough rate of 2.85 percent, a $538.31 average order value per 100 clicks ModeSens sends a merchant’s way, and an average order value of $588.44 across the brand.
“We are still building our foundation,” Li says. “We will onboard more merchants and designers — which will further drive our SEO. We also added a social feature which we hope to help us spread the new way of shopping.”
On the social options — Facebook, Twitter, WeChat (scan QR code), Weibo and Tumblr — a post can click through to a shopping result on ModeSens.com. For instance on Aug. 31, a Facebook post showing what Kylie Jenner wore for her birthday clicks through to this: “Sheer Arabesque Jacquard Knit Jumpsuit, Black, $2,612.” That’s definitely not a cocktail dress.