Overview
Mont Albert florist is an online florist store based in Melbourne dedicated to delivering fresh and beautiful flowers for all occassion in and around Mont Albert.
The previous website was more than 5 years old and had a checkout system that was outdated and difficult to use, leading to confusion for customers when attempting to pay with credit cards and through the PayPal website. This led to customers having to make manual order and payment requests over the phone, which was inconvenient for both them and the client. In order to improve the user experience, an upgrade was needed to streamline the process of paying with credit cards through PayPal.
Moreover, the client wanted to revitalize their brand and enhance their online presence aesthetically with the objective of delivering an improved shopping experience to their customers and boosting revenue in the process.
Project Goals
- Fix the checkout and payment process to improve user experience and reduce dropouts
- Reduce customer's phone call regarding an online order that didn't go though and had to be processed manually
- Custom shipping option feature to allow for free delivery to certain location or variable delivery fee depending on the suburb
- Improve site accessibility across multiple device through simplified and improved navigation
Solution
To address the problem, the first step was to conduct a site and content audit as part of the design process. The chosen platform to power the online shops was Woo Commerce, which seamlessly integrates with WordPress and provides a user-friendly interface.
Subsequently, a custom WordPress ecommerce website was created for Mont Albert Florist, featuring a simple and effective layout. The homepage employs striking, high-quality imagery to showcase various product categories and link to different parts of the site, while the navigation bar is well-organized.
To enhance the customer experience, a custom shipping options feature was introduced, allowing users to choose free delivery if available and suburb-specific pricing. The shop section of the website was designed with the overall simplicity of the Mont Albert Florist brand in mind, with products categorized in an easily recognizable manner.
Outcomes
Total Abandonment Rate dropped to Zero and Goal Conversion Doubled
Now that the checkout process using credit card was simple and streamlined, there was 50% reduction in dropout rates and the sales doubled.
Improved User Experience and Client Experience
100% Reduction in Phone Calls relating to online orders
With no phone calls necessary for online order-related queries, customers enjoyed a frictionless shopping experience, while the client benefited from a more efficient and automated process for handling online orders.
Simplified and Improved Navigation
By leveraging the website, the client was able to extend her reach to customers across Australia and around the world, which led to a significant increase in revenue.
Client's Review
Not only did she create an amazing website for my business, she has continued to support my IT requirements.
Tripty really delivers and has been so easy to work with, nothing is too much trouble for her and she has understood and carried out all my requirements.
- Nell Rose-Byrne
