Miva Suivant ReadyTheme Customization: The Sky’s The Limit!
If you use the Miva shopping cart platform, or if you’re looking to start a Miva store, you’ve probably heard of Miva ReadyThemes. These themes offer beautiful, functional styling right out of the box. However, they look even better with a little customization. Here at 216digital, we regularly customize Miva ReadyThemes for our clients. One of our favorite recent projects was a redesign via ReadyTheme for D’Andre New York, a seller of fine shearling coats. In this post, we’ll talk about that project and explain the Miva Suivant ReadyTheme customization that we performed.
D’Andre New York: A Great Product Deserves a Great Website
D’Andre New York sells fine shearling coats. These jackets feature beautiful, understated styling. Since they’re made of real wool, the moisture-wicking property of the material gives the wearer natural climate control. That means shearling coats can be worn comfortably in summer or winter. With this natural flexibility and their finely-tailored lines, shearling jackets are the pinnacle of outerwear style. Of course, high quality comes with a price tag. Shearling jackets typically range in price from $1000 to $3000.
D’Andre New York’s target customer is affluent, style-conscious, and expects high quality. If the product itself delivers on all these—which it certainly does—then shouldn’t the website that sells the product display that same excellence? That was our reasoning, and Tatiana, owner of D’Andre, agreed. She wanted a redesign of her website, something that would showcase the beauty, durability, and value of her shearling products.
D’Andre’s Legacy Site
D’Andre New York’s old site had excellent functionality, and it had served the business well for years. However, the site was built in the days of low-resolution screens, and it looked a little small on today’s larger monitors. Worse, the site was built long before the mobile responsive revolution. It was awkward and cumbersome to use on a mobile device. With more and more customers shopping and purchasing products directly from their phones, D’Andre stood to lose out on potential business. With each sale worth a few thousand dollars, D’Andre needed to convert every prospect who came their way.
D’Andre New York’s legacy site in mobile simulation. Get ready to zoom and scroll!
It wasn’t just the resolution and lack of mobile responsiveness that worried us. D’Andre sells a fine product to an affluent market. We believed that D’Andre’s old site didn’t quite convey the level of luxury and comfort that wearers could expect from a shearling jacket. We thought the site ought to display the excellence that D’Andre’s shearling coats provide. Clearly, it was time for a redesign.
Miva Suivant ReadyTheme: Almost Ready To Rock And Roll
Miva ReadyThemes give Miva store owners beautiful, functional online stores right out of the box. But as with all cookie-cutter solutions, ReadyThemes leave a bit to be desired in the details. A little customization takes a Miva ReadyTheme to the next level. D’Andre New York had chosen the Miva Suivant ReadyTheme. We agreed that this theme was perfect for a retailer of fine shearling jackets. It just needed a few tweaks.
For starters, the Miva Suivant ReadyTheme has a large header. This isn’t necessarily a problem—except that by default, that header anchors to the top of the screen when the user scrolls. It’s not too noticeable on desktop, but on a mobile device, that pinned header eats up a lot of real estate. For every client using the Suivant ReadyTheme, we routinely recommend customizing the header. In D’Andre’s case, we changed the header so it wouldn’t stick to the top of the screen. We reasoned that users know where the header is. They know to scroll up if they need to use the navigation bar. This change significantly improved the user experience of D’Andre’s new website.
The header wasn’t the only tweak that the Suivant ReadyTheme needed. With the ongoing evolution of SEO (search engine optimization), Google now values good content more than ever, and many web users find value in useful, informative content. Blogs and magazines can display the entirety of a piece of content without compromising other organizational goals. However, in an ecommerce setting, selling product is critical. Too much content on a product or category page could keep the all-important buy buttons hidden from site visitors. Yet content is critical for SEO! What’s a webmaster to do?
For all our clients doing customized ReadyThemes, it’s a simple fix. We custom-code an option to display the first 150 characters or so of the content, followed by a “read more” button. This gives us the best of both worlds: 300+ word content for SEO purposes (and for those readers who want to educate themselves fully), and product imagery and buy buttons still displayed above the fold for users who are close to making a purchase. For D’Andre New York, this solution was a no-brainer.
Optimizing D’Andre’s Onsite Content
Speaking of content, it’s one of the most important components of branding. Content that doesn’t convey the right brand impression negatively affects marketing. In the case of D’Andre New York, we recognized at once that Tatiana’s great luxury brand needed content that created an opulent, luxurious impression. With Tatiana’s permission, our SEO content writing team began writing new copy for the D’Andre website.
Our process was simple. We researched other luxury brands, such as Rolex and Mercedes-Benz, to get a feel for the appropriate voice and tone. We settled on two points of focus for D’Andre. For Tatiana’s women’s collection, our content revolved around the word “elegance.” For the men’s collection, we chose the word “achievement.” These words matched D’Andre’s brand perfectly. With these two ideas in place, the rest of the content flowed. The result was a unique, memorable brand identity in all D’Andre’s onsite content.
Image Optimization: A Key Element In Ecommerce Marketing
Customers want to see what they’re buying. In the case of D’Andre’s fine shearling coats, customers want to see not only the overall look of the jacket, but also the elegant details of accents and trim. With D’Andre’s old site, product images looked small on larger screens, preventing customers from getting a complete picture of the jacket they were considering. Every product image on the site existed in two separate files: a tiny thumbnail version, and the full-sized version. Since the thumbnail had to be created manually in an image editor, and since both images had to be uploaded manually, the old system required double the work on catalog updates.
Enter the Miva Image Machine. This state-of-the art functionality dynamically creates multiple image sizes from one image file, eliminating the need to create thumbnail sizes manually and upload them separately. The Image Machine also allows alternative images. These show up as thumbnail images below the main image on a product page. Users can click on any of these alternative images and view the full-sized image in a popup. This allows store owners to provide multiple views of a product, giving customers a sense of what the product looks like from different angles.
The Bottom Line
We saw at once that Tatiana’s company offered a great product. We wanted to improve the overall value of her brand by optimizing the impression her company made on web visitors. With a little Miva Suivant ReadyTheme customization, Tatiana’s redesign was ready to go, clearly communicating the luxury and style that customers could expect from D’Andre New York.
It was a pleasure to work with Tatiana. Through deep market analysis and ongoing communication, we formed a partnership with her to improve the marketability of her brand. We think you’ll agree—the new D’Andre New York website looks beautiful, fully matching the luxury and elegance which D’Andre offers its customers.
If you’re considering a responsive Miva design for your ecommerce store, get in touch with us today. We specialize in Miva design and development, and all our work is fully mobile-responsive. Whether you need tweaks to a Miva ReadyTheme or a ground-up custom design, we’ll turn your vision into a reality. Drop us a line, and let’s start talking about your next big thing.
D’Andre New York’s old site had excellent functionality, and it had served the business well for years. However, the site was built in the days of low-resolution screens, and it looked a little small on today’s larger monitors. Worse, the site was built long before the mobile responsive revolution. It was awkward and cumbersome to use on a mobile device. With more and more customers shopping and purchasing products directly from their phones, D’Andre stood to lose out on potential business. With each sale worth a few thousand dollars, D’Andre needed to convert every prospect who came their way.
