When were looking to create an ecommerce website that would offer a range of unique, high-quality furnishings, lighting, homewares and home accessories to consumers. In addition, they also offer expert products for home safety such as locks and cylinders to both consumers and the trade.
The website would be selling multiple SKUs and brands across multiple categories and would be looking to cater for broadly, two distinct audiences.
Ecommerce website experts Harrison Carloss took on the project to create a website that would appeal to both audiences and create an enjoyable user experience for two types of customer journeys
‘The Trade’ – know what they want, are coming to the site for something specific, need to source the item quickly at a reasonable price and potentially need advice or a bespoke solution depending on their current project requirements.
‘The Consumer’ – potentially know what they want or more likely than not they’re coming to the site ‘browsing’ and would like to see the full range. They want the experience to guide them through, suggesting products and would like to reach the checkout quickly and as fuss free as possible.
Hausnous was a relatively new brand with little brand recognition, so Harrison Carloss kept this in mind alongside the brief.
Creating an Aspirational Design
The website design was consistent with the brand but was elevated with the introduction of an additional colour into the palette for key touchpoints on the site and call to actions. The design fairly clean with the use of an illustrative typography to make the brand feel more approachable and contactable should users feel the need to get in touch.
Lifestyle imagery was used to showcase the products with a mixture of B2B/DIY focus and aspirational home interior images. The design was created to hero key products and categories throughout the website guiding users to the ecommerce areas from different touch points.
The ancillary pages such as ‘about’ and ‘blog’ were all placed in the secondary hamburger menu and footer of the site as not to distract users from their purchasing journey.
The ecommerce website incorporated a primary mega menu to enable users to quickly navigate and drill down into their chosen category should they wish, whilst also featuring ‘Shop All’ by category. The mega menu also enabled the B2C consumers to get a breadth of the entire range and browse easily. Hero/Featured products was also built into the mega menu to enable Hausnous to promote any new or hero products, this also incorporated imagery.
Harrison Carloss was delighted to report website conversion increased by 47% on the new ecommerce website.
Beyond the Project?
As with any ecommerce website, once it went live the project didn’t stop. Harrison Carloss provided monthly reports to Hausnous whereby proactive suggestions were made to improve conversion rates on the website.
Post site launch, a delivery countdown timer was incorporated on products to indicate the cut off for next day delivery, this was particularly important as a trigger to purchase for the trade who often needed items quickly and reliably. A stock countdown feature to capitalise on FOMO (fear of missing out) was also included.
Harrison Carloss also integrated Trustpilot reviews into the site. As Hausnous was a relatively new brand with little recognition it was important that the website conveyed trust and credibility. The reviews by product also aided the purchase decision through positive reinforcement increasing conversion rate from Google PPC Ads.
Automated email marketing including abandoned cart, wish lists and waitlists were added. Cross-selling emails were designed to encourage people to come back to the site and purchase again e.g. purchasing a cushion in the range, here are other items in the range that you may be interested in.
Harrison Carloss was able to deliver this ecommerce brand with a strategic boost and increase their sales performance. If you’d like to find out more about how Harrison Carloss can help your business, visit their website now.
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