After the feedback we received on the first iteration of the site, it was clear that things had become too complicated and we had become distracted from the key aim of the site; all the social elements were supposed to be secondary to selling a small range of novelty products. The site was experiencing substantial traffic but the products were not selling.

Stripping back the site to the bear minimum, and creating an introductory video allowed us to put the spotlight back on the products and give users a more immediate sense of what we were trying to achieve.

The effect was a higher conversion rate on visitors and a massive decrease in maintenance and content overhead for us as administrators.