The object of this task was to turn a renowned speaker designer's website from being a showroom to a storefront. In other words, to drive online sales through effective design and fine-tuned Search Engine Optimisation. This makeover includes Buy Now buttons that take potential purchasers straight through to the store from the front or product pages.
Client Ferguson Hill have observed an increase in their on-lines sales via their website. The site was initiallydesigned as brochure site, and had e-commerce added to it. With more and more consumers choosing to make their purchases direct from Ferguson Hill, we worked together to identify 'logic' improvements to the site, to make buying direct even easier.
Other issues that came to light during the research was that a minority of visitors did not know what Ferguson Hill did (speakers), while other customers had not quite understood what they were buying. In one instance, a customer had thought the were buying Ferguson Hill's top of the range speaker system, the FHOO1 – which retails at £16,000 – for £395.00. Having mistook the mini system for the more expensive high end System this customer was quite naturally upset when they took delivery of 430mm high mini speakers, when they had been expecting the rather grander 1650mm ones. While, the mistake may have been the customers - possibly buying on impulse, Ferguson Hill were keen not to repeat the experience again. As a result all their products are now clearly labeled on the site.
If you'd like to see the before and afters of this exercise, click here.