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Case Study –
Arboretum & Garden Centre Ireland are one of the longest & well-known garden centres in the south east of the country. They cover a wide range of products to cover all your gardening needs but much of their transactions took place in store due to their older demographic.
LOGIC1 have worked with the Arboretum team on all aspects of their digital marketing and we wanted to get more from their online traffic instead of putting more budget towards their media channels.
There were some obvious issues with the site around category & product pages that prevented ease of filtering as well as poorer mobile experience that had significant traffic but a much lesser return than desktop & tablet.
Our Approach
Our Process
Summary
Once we identified the pages we wanted to improve, we installed HotJar, a heatmapping tool, to give us more insight into user behaviour. After a number of weeks, we began to notice that users were dropping off pages at an early stage and we began to create hypotheses on why this was happening.
We began with simple A/B tests, many of which did not succeed in increasing transactions but we knew that the problem was on a larger scale. One of these issues was down to filtering which we then began to test & we saw significant increases in revenue once we improved this experience. From there, we reduced CTA copy into a clear, concise message and used better quality images to show the products in better environments.
Moving onto mobile, we focused on creating mobile specific landing pages that improved users experience leading to a 24% increase conversion rate.
We have worked with LOGIC1 for a number of years & when they suggested to start improving conversion rate through various tests, we expected a certain standard & were not disappointed. Since then, we have seen excellent growth alongside our digital marketing & are continuing to see the benefits months later. We have now engaged them to do this monthly.
