PB Hats
For my Marketing and Social Networks class, we were assigned to work with a local small business to make recommendations in improving their social media strategy. I developed a branding kit and redesigned their e-commerce landing page to drive higher conversions.
*name of the business has been changed for privacy
Photo by Anastase Maragos on Unsplash
About the brand
PB Hats is an apparel brand specializing in premium athletic hats designed to accommodate varying hairstyles with comfort and flexibility. Their ideal customer is the urban woman between the ages of 25-34. She is active and likes to look good while on the walk to school or during her morning run.
The founder described the brand as “athletic, comfortable, clean, cool, quality, crisp and versatile”. She favored a minimalist and neutral branding style used by brands like Allbirds, Lululuemon and Everlane.
Branding kit and
mood board
Recommendations for existing site
Problem: Tagline and CTA (“Shop Now” button) is vague and the page is text-heavy
Solution: Change the CTA text to be more descriptive (“Shop Ponytail Hats”). Condense the paragraphs to SEO-friendly copy that boosts the site’s ranking.
Problem: Testimonials section lacks contrast from the rest of the page
Solution: Highlight reviews by placing them in an animated carousel, and add an overall star rating beside the product title.
Problem: Page only features one unique selling point - the closure
Solution: Emphasize other qualities of the hat through detailed, close-up images. This is especially important as the founder mentioned PB Hats being a more “premium” brand than competitors.
Other suggestions include:
Cross-selling: PB Hats can increase their average order value by selling complementary products (i.e hair scrunchies) or adding incentives to purchase two hats (i.e free shipping)
Standardizing reviews across color variations: Currently reviews only appear under their most popular color (black) since each color is a separate listing
Adding shipping times to their FAQ section
