Introduction

Psycho Bunny is a menswear brand founded in 2005, known for blending classic British tailoring with bold, modern designs and its iconic bunny skull-and-crossbones logo.

I created this audit to offer a series of recommendations for the company. As a proud native Montrealer, Psycho Bunny has seen tremendous growth over the last few years scaling exponentially across the globe.

After doing in-depth research on the brand and its online operations, there are a number of great points to improve on. I've documented some of my high-level findings below:

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1. Popup Window on "Leave Site" event

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2. Swap Out Hero Banner Video for Image

Videos, although highly engaging, do not produce the results like with social media ads. Would advise swapping out and A/B testing both the images + taglines for these elements. Superimposing text is also tougher to read, even more so with white text with little contrast in the background colour, and even more so with video.

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3. Find a Gift Section

Adding a "Find a Gift" section helps customers quickly locate the perfect item based on occasion, recipient, or price range.

It offers a personalized experience and especially caters to gift shoppers who may be unsure of what to purchase, reducing friction and improving conversion rates.

Additionally, if programmed with JSON code, this could be a section used on multiple pages and as a lead up to multiple holiday periods.

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4. Various Size Pattern Interupt Sections

Incorporating sections of varying sizes on the Collections page creates visual interest and breaks monotony. This design strategy draws attention to featured products or promotions.

It enhances engagement, encourages exploration, and can highlight high-margin or promotional items effectively.

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5. Stylist Offering

Providing a stylist service offers personalized fashion advice, enhancing the shopping experience. It can increase customer loyalty by making shoppers feel valued and understood.  It also encourages customers to visit the store itself where they’re more likely to buy.

This personalized touch can lead to higher average order value as stylists recommend overall outfits.

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6. Complete the Look Section

Featuring a "Complete the Look" section on product pages encourages customers to purchase bundles. It simplifies the shopping experience by showing how products can be paired together, increasing the likelihood of multiple item purchases and a greater AOV should result.

This can be done as smart bundling setup with the Shopify script editor, a custom app, or we can use the Rebuy’s engine to do this.Bundle based discounting is another thing worth testing.

Note: would be worthwhile to add size choice for buttons such as XS, S, M, L, XL but would need to think of the easiest way to add those in. Could be a selector or dropdown selector.

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7. Notify Me When Available - Back in Stock Notifications

Offer a back in stock notification for items temporarily out of stock.

This will encourage potential buyers or site visitors with high-intent to offer their emails to be signed up. Once the item is back in stock, the list of customers will be notified first and be able to buy impulsively.

Two benefits can be gained as we’ll earn more email signups and restocking the ecom store will result in more immediate purchases from the targeted email blasts.

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8. Try on in-store option as added CTA

Using the Tote app, as retail locations are such an important element of the Psycho Bunny business and convert customers far better, I would advise creating an additional call to action in stocks are greatly in-stock to encourage users to visit the in-store locations if they’re close by.

Additionally, I would make a small adjustment with the In-Stock status with a green circle to indicate it’s in stock in between CTAs.

And then, because it’s also a dark button, would embolden the text so it’s a bit more legible for the users.

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9. Add Upsells to the Slide Out Cart

Upsells look to be offered exclusively in the Checkout page within a small section.

With free shipping as an incentive to remove the shipping cost, create a dynamic suggestion series in the slide out cart so users can reward themselves with free shipping.

You can even gamify this process by offering small gifts at different cart thresholds:


Example:

$100 - awarded PB Keychain complimentary

$150 - awarded PB Golf Tees complimentary

$250 - awarded PB Waffle Beanie

$500 - awarded PB Tote Bag

PS - this offers a new series of upsells for every new threshold reached.

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10. Prefilled Suggestions for Search Bar

Implementing prefilled suggestions in the search bar improves navigation by helping customers find products faster. As users type, the search bar lazy loads and predicts to display popular, relevant, or suggested items by PB. This feature enhances user experience, reduces search time, gets rid of old stock, and can lead to higher conversion rates by quickly connecting customers with products.

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11. Referrals Signup for Loyal Customers to earn Commissions

We would collect our best customers into an email list. These customers would be made up of Launching a clever referral program bringing in new business. Creating a prefilled account, our loyal customers can activate this account by signing up. Once they do, future purchases they make would earn them an addional neck tag that holds their own QR Code.

The QR code tagged on their clothing can be scanned by friends and family,and if they buy, our loyal customer earns a commission.

This would encourage referrals and organic recommendations from those that are likely already recommending and talking about our products to new potential customers.

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12. About Us Page Redesign

Psycho Bunny has a great founders story starting as a small tie brand in the UK and scaling into a massive international brand. Redesigning the About Us page can more effectively communicate the brand's story, values, and mission. By speaking on the sourcing of products from Peru. By speaking to the quality of our materials and the durability behind the products.By speaking on the team and its origin story.There are many ways we can set a better emotional impact for the brand with new and potential customers learning to love the brand for more than just the logo.

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13. Sponsorship Page

Everyone loves the brand.Through our ongoing efforts for exposure and brand awareness, we’ve seen huge profits and revenue earned from sponsoring events and organizations.Why not create a page for Psycho Bunny where customers, athletes, event organizers, and potential partners can easily reach out to us for sponsorship?A sponsorship signup page can do just that.By the way, this gets to a larger tactic I have up next for the brand...

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14. Weglot - Translation Tool for Shopify

Translate URLs to localized languages particularly for Quebec language police (FR) and other markets. Improves SEO too.

With the Latin market exploding and raving over Psycho Bunny, using Weglot over the long-term would be my recommendation.Offering translations would enhance user experience for non-English speakers and can significantly expand the customer base. It also improves international SEO, driving more organic traffic from different regions.With continued expansions and store launches internationally, resorting to an app solution over the built-in Shopify translation tool would be another tip.Additionally, expanding into new potential markets, I would create a page that speaks to how Psycho Bunny is scaling fast! And then asking those users where they’d like to see PsychoBunny in next. This could be built as a Klaviyo form with an additional form fields for city and country. Upon launching to that new market, an email blast to notify fans of the new location or ecommerce operation being available where they are can be activated.

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15. Kiwi Size Selector - Delete app and custom build into modal directly into theme

The more apps on Shopify stores results in a slower site experience for users. By building the same app experience with a private or custom app, we can create a more pleasing experience for users and one we have complete control over with the code.

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16. Optimize for Accessibility - Use Accessibe

Optimizing for SEO can be a long and ongoing process. One pillar is of Accessibility. It’s a long grind and if you’re not compliant with ADA and WCAG laws and regulations, you could be receiving and interesting emails from lawmakers to abide by those rules.

An easy win in the interim would be simply encoding in Accessibe to deter fees and legal disputes. This would make Psycho Bunny 100% accessible to all disabilities to protect the company while working on the site SEO for accessibility.

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17. Inveterate - Loyalty Program

Now, keep in mind, I’m not talking about points here. This diminishes the brands quality and value to customers.This is different to a goofy points system. What I’m talking about here is community and exclusivity to create value.By implementing Inveterate, we would establish a robust loyalty program that rewards repeat purchases and customer engagement. My recommendation for this would include offering this customer base the ability to have:Exclusive access to new lines of products before everyone elsePercentage discount for being a paid memberLimited Items only available to the communityPriority Concierge ServiceSeasonal GiftsThis would boost customer retention and LTV by incentivizing ongoing interaction with the brand. This can lead to sustained revenue growth and a loyal customer base.

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18. Rewind - Store backups

Using Rewind ensures that all store data is automatically backed up, protecting against data loss due to errors or technical issues. When I ran Startup Slang as Head of Solutions Engineering, i would download Rewind on every client store.Why? It offers a historical database of the ecommerce store. I can’t tell you how many times I’ve saved a client hundreds of hours on re-merchandising their catalog after a mishap mass-deleted all the products. Quick restoration capabilities minimize downtime, wasted time, and potential revenue loss.

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19. Videowise - Shoppable Videos

Incorporating Videowise allows for interactive, shoppable videos that engage customers and showcase products in action. Videos can increase time spent on site and improve understanding of products. Making them shoppable simplifies the path to purchase directly from the video, potentially increasing conversion rates.This section could be A/B split tested with the Shoppable Instagram section on the homepage, but also used as a social proof section on different parts of the Psycho Bunny website.Videos can be pulled from customers, influencers, and any other videos online from various video platforms such as TikTok, IG Reels, and Youtube Shorts.Example to the right is pulled from True Classic.

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20. Wishlist Plus

Adding in  Wishlist Plus. Let customers save products for later, enhancing user experience. Wishlists encourage return visits and can provide valuable insights into customer preferences. They can also be used for targeted marketing campaigns, such as reminding customers about saved items, thus increasing the chance of future purchases and gifting.Note: According to BuiltWith this app is already installed, but does not show on the frontend. This likely means the installation code is still in the active code of the live theme. Would recommend scrubbing the code for the fundamental theme being duplicated to remove unnecessary old app code.

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21. Rebuy - AI dynamic and personalized upsells

Taking things even further with Rebuy.Integrating Rebuy leverages AI to provide dynamic, personalized product recommendations. By analyzing customer behavior, it suggests relevant upsells and cross-sells in real-time. This can be offered at every step of the conversion journey including the slide out cart, checkout, thank you/order page, and more.This personalization can be applied to every part of the digital funnel. Product page, slide out cart, checkout, and thank you pages can all host the widgets.Note: this one of many strategies and would be ideal to avoid too many upsells being put in place at once. Ideally A/B split-testing to find optimal results.

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22. Roblox Activation with exclusive limited edition gear from the game

Launching their gaming collection, Psycho Bunny strategically made virtual products for their younger demographic. This promoted the brand in a key game with millions of users visiting daily and sold out their collection in minutes!

However, much like Ralph Lauren did, an exclusive series of the famous Psycho Bunny backpacks from the Roblox collaboration should be set to release exclusively to that same community. Launching only a few hundred of these backpacks with a large price tag, create another paid media push tied to the current or new Roblox activation, and offer more publicity to their younger demographic, and a chance to own the product in real-life.

Additionally, now with Shopify’s direct integration to Roblox many of these same Roblox items can be connected to the in-game activations.

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23. Headless Shopify Store Considerations

Recommended: React + Laravel Framework


Alternatives: Hydrogen + Oxygen (Shopify's headless stack)


Implementing a headless Shopify store using React and Laravel offers enhanced flexibility and performance. This approach decouples the frontend from the backend, allowing for a more customized and faster user experience. React provides a dynamic and responsive interface, while Laravel ensures robust backend management. 



Alternatives like Hydrogen and Oxygen are optimized for Shopify and can streamline development. A headless setup can improve site speed, SEO, and scalability, ultimately boosting conversion rates and customer satisfaction.

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Conclusion

Psycho Bunny has tons of potential and big ambitions to expand into Europe and Latin America.

With their Tennis Canada collaboration, they earned a 98% boost in their foot traffic. A sponsorship that earned them big $$$.

Something even bigger can be done with another collaboration that would generate them more notoriety and earn them a reputation in the EU, however I'll keep that strategy in my back pocket for a future collaboration with Psycho Bunny directly.

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If you're looking for CRO Improvements, tactics, strategy, or UI/UX Design to improve your Shopify store, book a call with me and let's have a chat :)

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