Unique Dice, a leading creator of custom gaming dice, partnered with TCF to overhaul their online presence. The goal was to create an immersive, high-converting website that resonated with RPG (Role-Playing Game) enthusiasts. By implementing a strategic mix of design, storytelling, and UX improvements, Unique Dice experienced a 883% increase in total sales, 791% growth in total orders, and a 584% boost in online store sessions.
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The Challenge
Despite offering high-quality dice, Unique Dice’s website lacked engagement and was not optimized for conversions. The key objectives were:
- Improve user experience and engagement.
- Simplify the shopping process to reduce drop-offs.
- Increase traffic and conversions.
- Strengthen brand positioning in the RPG community.
The Strategy: A Data-Driven Website Transformation
TCF executed a comprehensive redesign, focusing on the needs and expectations of tabletop gamers.
1. Visual & Structural Overhaul
- Implemented an RPG-inspired yet modern website design that improved usability.
- Introduced high-quality product imagery and dynamic layouts to enhance product storytelling.
- Optimized navigation for faster access to collections, themes, and dice types.
2. Storytelling-Driven Content
- Transformed product descriptions into engaging narratives that immersed players in their favorite RPG journeys.
- Created a content-driven shopping experience that increased engagement time and improved conversions.
3. Optimized User Experience (UX)
- Streamlined the purchasing flow, making it faster and easier for users to complete orders.
- Improved site structure to reduce friction and increase time-on-page.
4. Mobile-First Approach
- Given that mobile made up the majority of traffic, the site was optimized for seamless navigation and faster loading speeds.
- Resulted in a 687% increase in mobile traffic.
5. Targeted Social & Paid Media Strategy
- Leveraged Facebook, YouTube, and organic search to maximize traffic.
- Facebook sales surged by 726%, while YouTube-driven sales increased by 15%.
The Results: A Significant Performance Boost
Comparing Pre- and Post-Redesign Performance of Unique Dice (Aug 21 – Sep 18, 2024 vs. Feb 1 – Mar 1, 2023)
1. Sales & Conversion Growth
- Total Sales: +883%
- Total Orders: +791%
- Average Order Value (AOV): +10%
- Online Store Sessions: +584%
- Conversion Rate: +34%
- Add to Cart Rate: +42%
- Reached Checkout Rate: +44%
2. Device Performance
- Mobile Traffic: +687%
- Desktop Traffic: +167%
- Tablet Traffic: +232%
3. Social Media & Referral Traffic
- Facebook Sales: +726%
- YouTube Sales: +15%
- Referral Traffic Growth:
- Kickstarter: +562%
- Brave Search: +165%
- Dealspotr: +1,200%
4. Geographic Expansion
- United States: +550% increase in sessions.
- Canada: +642% increase in sessions.
- United Kingdom: +632% increase in sessions.
- Australia: +648% increase in sessions.
Key Takeaways & Next Steps
1. Mobile Optimization Is Critical
With a 687% surge in mobile traffic, ongoing improvements to mobile usability remain a priority.
2. Storytelling Drives Engagement
Transforming product descriptions into immersive narratives helped create a deeper emotional connection with customers.
3. Social & Influencer Marketing Works
Facebook was the top-performing channel, generating a 726% increase in sales, validating the need for further social ad investment.
4. Regional Targeting Yields Stronger Conversions
The U.S., Canada, UK, and Australia saw the highest engagement, highlighting prime regions for future campaigns.
Future Strategies
- Develop new RPG-themed dice collections tailored to market trends.
- Expand influencer partnerships to leverage high-performing social platforms.
- Optimize checkout flows to further increase conversions.
- Continue refining product descriptions with deeper storytelling elements.
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Final Thoughts
TCF’s website redesign didn’t just enhance Unique Dice’s online store—it transformed it into a high-performing, story-driven, and conversion-optimized platform. By prioritizing user experience, immersive content, and data-driven marketing, Unique Dice is now positioned as a go-to brand for RPG enthusiasts worldwide.
The journey continues—and the next level of success is just ahead.
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