The strategy for SmartCloset (internal development name) is three-fold. First, the website needs to establish a connection with the target audience. Second, it should educate the prospective customers about what our product does and how it can help them. Third, it will pitch the customer on the product, allowing them to either buy or fund it. Because SmartCloset, our innovative new wardrobe-management system, solves a problem that not everyone has, it is important that our site appeals to our target audience. Realistically, we would already be looking at a slim conversion rate, so getting every customer we can is important. If our website turns potential customers away, our bottom line would take a significant hit. Once customers are dedicated to reading our site, they will be wondering what our product does and how it functions. The bulk of our main page will be devoted to breaking down the advanced technology and intuitive, useful features built into each part of the system. Finally, if our customers find that SmartCloset is a good match for them, we’ll close with a call to action, enabling them to either fund or purchase our product.
The scope of SmartCloset’s website directly supports the three elements of its strategy. In order to connect with potential customers, the website’s look and feel should demonstrate the future-minded fashion-tech brand of our business. It can do this by using an uncluttered design with visual elements and a calm color scheme. In order to inform the audience, we will feature a commercial-style video to introduce the product to the consumer, along with pictures and copy explaining the features of the system’s components, and optionally an interactive prototype of the SmartCloset app. Finally, our call to action would need either a link to our funding campaign and a description of the rewards or a store–with a product database, credit card processing capabilities, and a shopping cart– to purchase different packages.