Varsity Base is an apparel retailer offering customizable items for students, parents, fashion-conscious buyers as well as corporate clients. Despite a highly successful product and a strong word-of-mouth, the client needed a fresh perspective on their branding, digital presence and user experience to improve conversions and engagement.
Challenge
The website of Varsity Base showed a low conversion rate, which in turn had affected sales. The brand also needed to significantly improve engagement across digital channels and develop a communication strategy that would allow them to connect better with different audience segments.
The key issues were:
Low website conversions
Despite spending significant time on the website, users were not completing purchases, signaling potential UX/UI problems.
Lack of a clear communication strategy
To target different audience segments, Varsity Base needed a more structured approach to communication in general.
Solution
MATCH Agency conducted a full audit of Varsity Base’s branding, website experience, and digital marketing strategy, providing clear recommendations for improvement.
Communication strategy development
-
PESO framework integration
We structured Varsity Base’s communication strategy using the PESO model (Paid, Earned, Shared, and Owned media) to ensure a balanced, multi-channel approach.
-
Content planning
Using target audience research and competitor analysis, we developed a content strategy across TOFU, MOFU, and BOFU stages, guiding users from awareness to conversion.
-
Influencer marketing strategy
A curated list of influencers aligned with Varsity Base’s target audience was developed.
Website UX/UI audit
-
User experience analysis
We identified navigation issues and conversion drop-off points, focusing on improving product customization access and overall ease of use.
-
Advertising campaign audit
The existing ad campaigns were extensively reviewed, pinpointing weak spots and identifying high-performing content to optimize spending.
We ran a UX/UI audit to find where users get stuck and why they don’t convert.
The audit showed what slows down growth — and where quick wins are hidden.
We didn’t list issues, we suggested clear fixes and showed how it could look.
Results
- More efficient ad spending, with reduced costs and improved targeting.
- Stronger engagement across digital channels, thanks to a clear communication strategy.
50
increase in purchases after implementing UX/UI improvements.
Clients say
The team at MATCH conducted an audit of our digital marketing activities and identified areas where we could reduce costs without sacrificing quality. Their UX/UI audit of our website was incredibly insightful, pinpointing weaknesses we haven’t thought of before. The solutions they proposed were effective, leading to noticeable improvements in our CPAs. But what truly set MATCH apart was their communication strategy. They took the time to understand our brand and our goals, crafting a brand concept and content strategy that was both fresh and familiar. The results have been nothing short of amazing, with increased recognition among our target audience and a more defined brand image.
Andrew ZolotovskovChief Executive Officer at Varsity Base
Explore our cases
Let’s talk about your project!
Contact MATCH Agency in any way convenient for you (although carrier pigeons might struggle to find their way due to the proximity of 5G towers) to find out how our marketing agency can help your project and business.
Let’s talk about your project
Contact MATCH agency in any way convenient for you (although carrier pigeons might struggle to find their way due to the proximity of 5G towers) to find out how our marketing agency can help your project and business.
