The website
The website went through, and continues to go through constant evolution to meet the expectations of Peter Bouchier's customers. As a premium brand in this space, it was important to maintain brand consistency while exploring new ways to deliver content and functionality.
Matching in-store aesthetics and quality of information was a key ingredient to the success of the website experience, as many of the existing clients were used to a premium in-store experience, not online. Understanding these concerns and removing as many friction points as possible with each iteration was crutial to convert many of these in-store customers into recurring online shoppers.
180% increase in conversion rate
(up to 14%)
The Conversion Rate Optimisation (CRO) Program
After ecommerce functionality was launched, we commenced an ongoing conversion rate optimisation (CRO) program to continuously review the website's performance and make improvements based on feedback and opportunities uncovered each month.
The program included activities such as competitor analysis, customer surveys and discussions with the client to understand areas of improvement. Some of the subsequent website updates included greater shipping content and functionality, improvements to related and featured products, customer ratings and reviews, and recipe content.
