The brand behind the patent-pending “world’s slimmest luggage,” Rollink, partnered with a creative digital agency Digital Silk to redesign their online presence as they prepared to enter the highly competitive U.S. market.
Specialized in growing brands online, Digital Silk focused on three foundational elements of Rollink’s digital presence to introduce the brand to U.S. consumers:
Brand strategy
eCommerce website
Digital marketing channels
Digital Silk’s branding experts conducted a thorough brand audit, followed by the audience, competitive and industry analysis to identify Rollink’s optimal positioning in the U.S. crowded travel accessories market.
According to the agency’s Director of Brand Strategy Courtney Bozigian, the rebranding process chart the path to Rollink’s business and digital strategies.
“Our brand strategy work helped Rollink better understand their target customer audience, particularly for the US market, and create messaging and visuals that speak to them,” said Bozigian. “Our process helped us craft a unique Rollink story that connects with customers by tapping into their sense of adventure and personal travel style.”
To strengthen their direct-to-consumer sales, Rollink also needed to optimize its e-store for conversions. According to Digital Silk’s Vice President Stephanie Sharlow, “there’s more to optimizing for conversions than a streamlined checkout process.”
“Only looking to streamline the checkout process is not likely to do much for your conversion rates,” said Sharlow. “A streamlined checkout process is useless if your prospects are bouncing before adding something to their carts.”
The agency’s digital strategists began the website redesign process with a new information architecture, focusing on the users’ key touchpoints – specifically the homepage and product pages. They used a clean and sticky navigation along with diversified calls to action (CTAs) to map out the user journey and guide website visitors through the conversion funnel without friction.
“In eCommerce, it’s all about creating that immersive user experience,” said Sharlow. “The user needs to feel like they have all the information they need about the product so they can feel comfortable making their purchasing decision.”
From detailed product descriptions to transparent shipping and warranty information, FAQs and on-site reviews, Rollink’s new product pages educate the user on their offering.
“A detail to highlight here – one that many eCommerce sites overlook – is the contact CTA,” emphasized Sharlow. “On Rollink, you’ll see “Ask a question” as a sticky CTA on every page. This was intentional. A new brand in the U.S. market, Rollink needs to build trust with their prospects. What better way to do so than establishing a direct and personalized relationship with their users!”
Following the launch of their redesigned website in early March 2022, Rollink continued their partnership with Digital Silk, relying on the agency’s industry-leading digital marketing services, including social media, SEO, and email marketing, to grow their online following and direct-to-consumer sales.