F&F has recently undergone a design refresh to improve the overall FFmoda site for the Polish, Hungarian, Czech and Slovak markets with a new modern look. The goals for this design change were to retain existing site visitors and convert new visitors to sign up to the newsletter. Draw has simplified and polished the FFmoda sites with the customer in mind.
The design refresh hits the target to increase newsletter sign ups with a clean new newsletter signup bar along the footer of every page. Social links have been consolidated into modern buttons which have been contrasted against a dark footer. Imagery on the homepage has been reduced to four clean feature boxes and a striking full bleed carousel with live text. Live text has been used throughout the site for SEO and mobile optimisation and to increase site usability. Additionally, all fonts have been reevaluated and substituted with the three best fonts for a clean modern look for this fashionable site. These changes are reflected throughout the site with rejuvenated full-width headers and sleek product pages.
Every page has been assessed and evaluated based on look, performance, conversion, and overall usability. The changes are being implemented in a staged approach and more improvements and new page templates will be launching in the New Year for FFmoda.