Increase in Sales
Conversion Rate Increase
Decrease in average clicks to find desired gift
About this Project
The redevelopment of a well-established ecommerce website poses risks to a business owner. So called “design improvements” or a degree of modernisation, must be carried out carefully so as not to alienate or be unfamiliar to a loyal customer base.
But with numerous components either broken or not working as desired in the legacy website, the owner took that risk and partnered with Engage Digital to redesign and re-engineer all the special features required in an ecommerce gifting website.
You see, unlike normal ecommerce, a gifting ecommerce site should cater for factors like the receiver is not usually the sender, delivery timing isn’t usually ASAP, and customers usually want to send a message with their order.
Dramatic Conversion Rate Increase
Using heatmaps, analytics and customer surveys we researched design, layout and UX options which would improve the experience for the customer. Highlights including resetting navigation, gift basket categories and search features.
Overall, we reduced average required clicks to find a suitable gift basket from 8.8 to 3.6.
Styling improvements meant that the same product information was presented to customers in a more familiar ecommerce layout.
Design changes to product variant options and gift card selection were guided by tried-and-tested form optimisation standards, and resulted in a more logical product ordering path.
Following launch, the first 7 days saw a dramatic 50% increase in conversion rates. So, we were converting far more sales from the same organic and paid website traffic. Key metrics continue to surpass the legacy site by strong margins.
The My Goodness site is integrated with inventory control and ordering, email marketing, marketing automation and ratings & reviews extensions.