The home of heavenly hair extensions

Angel Remy is the UK’s leading Indian Remy hair supplier. With over 10 years in the hair extension industry, the company has established itself as the most sought after hair extension brand, offering the best quality hair at very competitive prices to trade and the public. Angel Remy operate in both the 

B2B and B2C markets under the one brand.

Angel Remy’s old website was dated and the overall the user experience was poor. Only B2B customers could place orders online, yet the process to get a trade account needed to be done over the phone. These processes required a lot of time from the business and was a clunky,

Disjointed process for the customer. The website also failed to offer trade partners a rewarding customer experience. The previous website did not cater for the B2C market at all and therefore was no longer fit for purpose.

Creating a seamless user experience

We were tasked with designing and building a new website for Angel Remy. The new website needed to cater for both the B2B and B2C market within one front end whilst also creating a seamless user experience for both users. The main goal for the website project was to help drive conversions through the website from both B2B and B2C customers as well as streamline the account registration process for both trade and the public.

The website design reflects the premium quality of the Angel Remy products. The design has been designed to hero the products throughout the website guiding users to the ecommerce areas of the website from different touchpoints. The blocks leading to ancillary pages such as ‘about’ and ‘blog’ were intentionally left off the homepage design as not to distract users from their purchasing journey.

After conducting user research, it was identified that customers predominantly shopped by hair colour rather than product types. We added a colour category page predominantly in the menu so users can search products by colour as well as by product type.

One website. Two personas.

We used WordPress for the core CMS and the WooCommerce platform to power the ecommerce functionality.

We also integrated AutomateWoo, giving the brand the opportunity to follow up on abandoned carts, birthdays, wishlists and waitlists which has helped them to use their data better to increase conversion on the website. The chosen tech stack allows Angel Remy to easily manage content and product information behind the scenes whilst giving customers a seamless user experience. It was also chosen as it gives them the capacity to easily scale their business operations as they grow.

B2C customers can shop and transact on the website receiving RRP pricing. Through careful prompts throughout the user journey trade users get signposted to login or register for a trade account, once logged in the pricing updates to the reduced trade price. We achieved one website for both their B2B and B2C audiences with no disruption for either persona.

On-Going UX Optimisations

As with any website, once it went live the project didn’t stop.

• Harrison Carloss provided monthly reports to Angel Remy whereby proactive suggestions were made to improve performance and user experience. Since launch we improved areas of the website including but not limited to:
   
• – Alternative payment gateways e.g., Klarna
  – Optimising homepage user journey to sign post B2B and B2C customers better
  – Addition of brand KPI’s to increase conversion rate
  – Technical fixes for smoother user experience e.g., image optimisation
  – Redesign of call to actions with the addition of hover over to increase click through rate

"All of the staff are friendly and more than happy to help. Extremely punctual with their deadlines. Always solve any issues promptly. Happy to walk you through anything you’re struggling with. Create great social posts and designs for blogs. Incredible design for the website, making it very user friendly for the customers."

Debbie Morrison, Angel Remy