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Seaspray Nepal
Key Insights and Design Strategies Driving Seaspray's Website Transformation
Our Role
At Ikran Innovation, we designed, developed, and did SEO of Seaspray Nepal’s website using a WPBakery theme. Our focus was on improving product discoverability, highlighting the artisanal value of the brand, creating a seamless e-commerce experience, and optimizing the site for search engines to increase online visibility and fragrance purchases.
Team Structure
- 2 UX Designers/Developers/ 1 SEO SpecialistResearch Methods
- Competitor analysis, surveys, usability testing, keyword researchDiscipline
- UX Design, UI Design, Web Development, SEOPlatform
- Web and mobileTime Frame
- 2 monthsTechnology we used
Overview
Seaspray | Made in Nepal, a premium Nepalese parfum brand, experienced low online conversions and limited search engine visibility due to unclear product information, a confusing e-commerce experience, and unoptimized SEO. They partnered with Ikran Innovation to redesign, develop, and optimize the website within a WPBakery theme for a more intuitive, engaging, and discoverable online presence.Outcomes
Improved product discoverability and highlight unique fragrance stories
Optimized website for search engines to attract organic traffic
Strategic Value
Our redesign, development, and SEO optimization emphasized elegant storytelling, intuitive navigation, trust-building elements, and organic visibility to drive engagement, conversions, and long-term growth.
Outcomes
65%
Increase in online fragrance purchases within 3 months
35%
Reduction in bounce rate
100%
Positive client feedback on usability improvements
The revamped design of the website was definitely an enhancement as it communicates the key messages about ZOLO and its key CVPs (Core Value Proposition) in a much cleaner and visually pleasing way. ZOLO gained an overwhelming interest from food suppliers with 80% signing up upon the first pitch.
Mrat Yussubaliyev
Co-founder & Business Director, ZOLO
The Challenge
During our evaluation of the existing website, we identified several issues that were creating friction in the user journey. These gaps made it harder for visitors to understand the products, trust the brand, and move confidently toward completing a purchase.
Unclear Product Descriptions: Fragrance notes and details weren’t clearly presented, making it difficult for users to understand what each parfum offered.
Confusing Shopping Flow: Navigation and the checkout path weren’t intuitive, causing users to drop off before completing a purchase.
Limited Trust Signals: The site lacked reviews, testimonials, and brand storytelling, reducing confidence for first-time buyers.
Note: The three primary issues identified were unclear product descriptions, a non-intuitive shopping flow, and limited trust-building elements – each contributing to lower conversions.
To ensure our redesign addressed these challenges effectively, we conducted comprehensive research, including user surveys, interviews, usability testing, and competitor analysis. This research provided actionable insights that guided our design, development, and SEO strategy for the Seaspray Nepal website.
Research
To uncover the key factors behind low conversion rates and identify where users were encountering friction, we conducted:
Outcomes
Surveys with 40 fragrance enthusiasts and new customers to assess website clarity and usability
Interviews with 7 repeat customers to uncover pain points and preferences
Competitive analysis of leading parfum e-commerce websites to gather insights on layout, storytelling, and trust-building strategies
Strategic Value
This research enabled us to design and develop a website that highlights the artisanal essence of Seaspray Siren, simplifies the buying process, and encourages repeat purchases.
Outcomes
Improved User Understanding: Identified key pain points and content gaps, enabling clearer product descriptions and better communication of fragrance value.
Enhanced User Experience: Discovered navigation and checkout friction points, guiding a more intuitive and seamless shopping flow.
Optimized SEO Strategy: Highlighted high-value keywords and competitor best practices, informing content optimization to increase organic search visibility.
This research provided us with actionable insights into user behavior, content clarity, and competitive positioning. Leveraging these findings, we were able to design, develop, and optimize the Seaspray Siren website to enhance usability, drive conversions, and improve search visibility.
Insights Recommendation
Insight 1
The product descriptions on Seaspray Siren’s website were unclear and lacked sufficient detail, making it difficult for users to understand the unique ingredients, fragrance notes, and benefits of each parfum. While most users understood that the brand offered premium fragrances, 78% of survey respondents reported confusion regarding the specifics of each product, which created hesitation during the purchasing process.
Web
Mobile
During usability testing and interviews, we observed that users often had to scroll extensively or rely on guesswork to interpret the fragrance profiles. The lack of structured information on scent composition and benefits prevented users from quickly identifying products that matched their preferences.
Web
Mobile
Unclear information on features like '50 broadcasts per month' and '30k messages per month' further added to the confusion. This ambiguity led to an impression of incompleteness, impacting user trust and decision-making.
Web
Mobile
These findings highlighted a critical need for clearer, more descriptive, and visually structured product information throughout the website. Improving readability and presenting key details prominently would help users make informed decisions more confidently.
78% of users struggled to understand the unique ingredients and fragrance notes of each product.
Users frequently scrolled multiple sections or guessed to interpret fragrance profiles.
Lack of clarity weakened trust and reduced the likelihood of completing a purchase.
This insight clearly demonstrated that unclear product information was a major barrier to user understanding and conversions. Addressing these gaps became a priority in our redesign, ensuring that each fragrance’s unique story, ingredients, and benefits were communicated clearly and effectively to build user confidence and drive engagement.
Recommendation 1
Enhance user understanding of Seaspray Siren’s fragrances through simplified, descriptive language and a clear hierarchical structure, addressing confusion and improving overall readability.
Web
Mobile
Present each fragrance’s ingredients, scent notes, and benefits in a well-organized format, making it easy for users to grasp product details at a glance.
Place essential product information “above the fold” so users immediately understand the unique value of each parfum without having to scroll.
Use concise and descriptive language that communicates the uniqueness and artisanal quality of the fragrances.
Incorporate visual cues, icons, and imagery to highlight key features, guiding users’ attention to the most important information.
Maintain consistent labeling and terminology across all products to eliminate ambiguity and ensure clarity for first-time and returning users.
Organize content hierarchically, allowing users to scan the page efficiently while understanding both high-level information and detailed descriptions seamlessly.
Outcome
Enhance user understanding of Seaspray Siren’s fragrances through clear language, structured presentation, and visual cues, helping users connect with the products and encouraging engagement and purchases.
Insight 2
User testing revealed that the website’s tone felt overly formal and distant, which made it difficult for visitors to emotionally connect with the brand. 95% of surveyed users (n=40) preferred a warmer, more approachable voice that better reflects the luxurious yet inviting nature of Seaspray Siren’s fragrances.
The lack of engaging, relatable language and storytelling caused some users to feel uncertain about the brand’s personality and hesitant to explore or purchase products. Clear, friendly messaging was identified as a key factor in making the website feel welcoming and encouraging users to interact with the products.
95% of users indicated a preference for a more approachable and engaging tone, suggesting that the current formal language created a barrier to connection.
Impersonal and overly technical descriptions made it difficult for users to relate to the brand, weakening trust and brand perception.
Users wanted content that not only explained the product but also conveyed the sensory and emotional experience of the fragrances, helping them imagine the effect of each scent.
This insight highlighted the need to adopt a more conversational and inviting tone throughout the website. By making the language friendlier and aligning it with the luxurious, sensory experience of the fragrances, we could enhance user engagement, build trust, and encourage purchases.
Recommendation 2
We recommended adopting a friendlier and more approachable tone throughout the website to better engage users and communicate the luxurious yet inviting personality of Seaspray Siren’s fragrances.
Web
Mobile
Use conversational and descriptive language in product descriptions, category pages, and calls-to-action to create an emotional connection and make the content feel welcoming.
Outcome
This change helps users feel more connected to the brand, explore products with confidence, and engage more deeply with the website, ultimately increasing conversions and customer trust.
Insight 3
During our research, we found that the website lacked sufficient trust-building elements, such as reviews, testimonials, or brand storytelling. This made first-time visitors hesitant to make a purchase, as they had no external validation of the quality or reliability of the fragrances. Users reported feeling unsure about whether the products would meet their expectations.
Additionally, the absence of social proof reduced the overall credibility of the brand. Even returning visitors expressed a desire to see stories of satisfied customers, featured press mentions, or endorsements to confirm the value of their purchase and the authenticity of the brand.
88% of users indicated that visible customer reviews or testimonials would increase their confidence in purchasing.
Lack of brand storytelling made it difficult for users to emotionally connect with the products and understand the artisanal quality of the fragrances.
The absence of external validation created hesitation and reduced overall trust in the website, impacting conversions.
This insight emphasized the importance of adding trust signals throughout the website. Incorporating customer reviews, testimonials, and compelling brand storytelling helps establish credibility, reassure new visitors, and encourage them to complete purchases.
Recommendation 3
We recommended incorporating trust-building elements throughout the website to increase credibility and reassure first-time visitors.
Web
Mobile
Add customer reviews and testimonials on product pages to provide social proof and highlight positive experiences.
Include brand storytelling elements, such as the origins of ingredients and the artisanal creation process, to communicate authenticity and quality.
These elements work together to build confidence in the brand and products.
Outcome
By integrating trust signals, users feel more confident exploring and purchasing fragrances, resulting in higher engagement, reduced hesitation, and increased conversions.
Insight 4
Our research revealed that product imagery on the website was inconsistent and did not fully showcase the premium quality of Seaspray Siren’s fragrances. Users reported difficulty in visualizing the products, which reduced their confidence in making a purchase. High-quality, consistent visuals are especially important for luxury products, as they help convey value and appeal to customers’ senses.
Additionally, some images lacked context, such as showing bottles without lifestyle or scale references, making it hard for users to imagine how the fragrance would fit into their daily lives. Users indicated that stronger visuals could enhance engagement and create a stronger emotional connection with the brand.
Users highlighted that inconsistent lighting, angles, and backgrounds made it difficult to evaluate products properly.
Absence of lifestyle or contextual images reduced the perceived luxury and aspirational value of the fragrances.
Clear, high-quality visuals were seen as critical to improving trust, comprehension, and the overall shopping experience.
This insight emphasized the need for consistent, high-quality, and context-rich product imagery to convey the premium nature of the fragrances, improve user understanding, and encourage confident purchasing decisions.
Recommendation 4
We recommended enhancing product imagery across the website to better showcase the premium quality and appeal of Seaspray Siren’s fragrances.
Web
Mobile
Use high-resolution, consistent images for all products, ensuring uniform lighting, angles, and backgrounds to create a cohesive and professional look.
Incorporate lifestyle and contextual shots that show the fragrance in real-world settings, helping users visualize the product in their daily lives.
Improved visuals help convey luxury, build trust, and engage users more effectively.
Outcome
By implementing high-quality and context-rich imagery, users gain a better understanding of the products, feel more confident in their purchases, and are more likely to engage and complete transactions.
Insight 5
Our research identified that the website’s search and filtering functionality was limited, making it difficult for users to quickly find fragrances that matched their preferences. Users reported frustration when navigating categories or attempting to filter by scent type, ingredients, or price range, which negatively impacted the shopping experience.
Additionally, the absence of intuitive navigation and filtering options led to longer browsing times and increased drop-offs. Users expressed a desire for clear and efficient tools to help them discover products that suited their tastes without unnecessary effort.
Users struggled to locate specific fragrances due to limited filter options, impacting their ability to quickly find suitable products.
Inefficient navigation and lack of category clarity caused confusion and increased the likelihood of users leaving the website.
Enhanced search and filtering tools were identified as key to improving user satisfaction and supporting informed purchase decisions.
This insight highlighted the importance of improving search and filtering functionality to streamline the shopping experience, making it easier for users to find products, stay engaged, and complete purchases.
Recommendation 5
We recommended enhancing the website’s search and filtering functionality to help users quickly find fragrances that match their preferences and improve the overall shopping experience.
Web
Mobile
Implement advanced filtering options based on scent type, ingredients, price range, and popularity to allow users to narrow down their choices efficiently.
Optimize the search functionality with predictive suggestions, auto-complete, and clear category organization to reduce browsing time and guide users to relevant products.
Improved search and filtering tools streamline navigation, making it easier for users to discover and select products.
Outcome
By optimizing search and filtering, users can quickly locate desired fragrances, spend less time navigating, and feel more confident in their choices, leading to higher engagement and increased conversions.
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