Here at Media Lounge, we are constantly striving toward perfection and take a highly disciplined approach to what we do and this mentality goes hand in hand with our client Fight Equipment UK, who provide the best quality Martial Arts equipment and clothing available in the UK. We were very excited to step into the ring with Fight Equipment UK and create a brand new, fully responsive, Magento eCommerce store that really packs a punch!
A brand like Fight Equipment UK requires a site that is bold, sleek and gritty to truly resonate with the committed and determined mindset of their target audience. It was clear at the beginning of this project that the site would need to showcase the brand’s huge range of products in an intuitive category structure and with frictionless user experience, regardless of device type or screen size but that was just the first step.
The entire Media Lounge team had to draw on our extensive, first-hand eCommerce experience for this project. It wasn’t simply about building a beautiful and engaging website but also looking to provide time savings and cost efficiencies across the entire business. Designing an intuitive administration area, streamlining a complicated and labour intensive fulfilment process and facilitating robust marketing and customer service functions were all on the list of things that had to be achieved.
The fantastic Media Lounge design guys first set about refreshing and extending the existing brand elements for use on the new website and across other platforms and offline moving forward. The clean and crisp design of the homepage gives the user access to a massive array of products through an intuitive category structure that was built not just for simplicity but with existing customer data and industry-specific browsing research in mind.
The data and research combined with our team’s creative talent led to a homepage that delivers on simplicity while positioning all the key elements of the user’s search process and buying cycle in one place. Aside from the main navigation area, key categories and disciplines are highlighted on the homepage to reflect consumer buying habits as well as to promote specific products and other key areas like wholesale and community.
The responsive design provides beautiful clarity across all devices and screen sizes which really does justice to the hero imagery on the homepage and throughout the site. It’s not easy for a website to appear so clean and simple in design terms with such an extensive and complicated range of products behind the scenes, but that’s exactly what the Fight Equipment UK store does.
Our experience of operating as well as just building successful, multi-channel eCommerce businesses is one of the things that convinced Fight Equipment UK that Media Lounge was the right agency to work with on this project. Working closely with our friends at Linnworks, our project team were able to bring together all of the Fight Equipment UK sales channels into one place making the Magento administration panel their control panel for all sales and stock control functions. The time saving of this integration has been invaluable to the brand and gives much clearer visibility to the business owner as well as streamlining various processes.
Reducing friction along the path to purchase is such an important part of designing an eCommerce store and the Media Lounge design and development teams believe that no online checkout should be spread across more than one page and keeping steps to a minimum is a must. The new Fight Equipment UK checkout is not only aesthetically pleasing but extremely easy to use and consists of only one step! Developed in partnership with the fantastic OneStepCheckout team, it doesn’t just adhere to all eCommerce best practice guidelines, it improves on them. It’s as close to a zero-friction buying process that you can get and we’re confident it’s going to have a marked impact on visitor conversion rates over time.
So the combat experts have teamed up with the eCommerce experts and both teams are really happy with the outcome and excited to see the impact the new store will have on the Fight Equipment UK business. There are already plans in place to add additional new features and functionality in 2017 to keep this brilliant business ahead of the curve and continue to punch above its weight!
Apologies for all the puns…we couldn’t help ourselves!