Spanx Unveils New Innovative Website to Help Women Look and Feel Their Best
by Brittany Currie
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With founder Sara Blakely’s appearance on the ninth-season of ABC’s Shark Tank, Spanx, Inc. unveils the brand’s newest website, utilizing cutting-edge technology and innovation. Designed and engineered by Visiture (formerly Expandlab). the new https://www.spanx.com is redesigned with profitability, effectiveness, and creativity top of mind.
A visual brand by nature, Spanx, is consistently updating their online platform to stay current. The new site build-out, using Magento 2, now offers the brand’s developers and digital designers, the opportunity to update their online assets (dynamic product pages, testimonials, HD videos, etc.) in mere minutes, a task that used to take weeks to implement.
In moving to the Magento 2 ecosystem, Visiture also re-platformed a new ERP (integrated with BlueCherry) allowing the re-engineering of https://www.spanx.com from the ground up, with algorithms and logic tailored specifically to Spanx’s direct to consumer (D2C) needs for the foreseeable future.
Having tangible functionality was a driving force behind the new website re-design. The checkout process has been reconfigured from five steps to one, with an AOV (Average Order Value) increase of 28%.
Product listing pages now include customizable swatches, flexible layered navigator, product badges, animated banners, and other key features which allow the brand to quickly merchandise, while instantaneously tracking metrics in real-time using Omniture.
Beyond metrics and movement of product, another defining feature of the new website is the brand’s ability to showcase Sara Blakely’s life: events that support female entrepreneurs, volunteer comings and goings, and other stories that empower women and truly showcase the Spanx brand.
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A Georgia Southern University graduate, Brittany joined Visiture in 2015 and manages Visiture's extensive internal marketing endeavors. Interests include: true crime podcasts, *watching sports, and her two pups, Lulu the Pug and Laurence the Greyhound.
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