Ecommerce website

We helped AGD convert online visitors into customers thanks to a robust and user-friendly ecommerce website which also presents them as pioneers and innovators in their field.

Background

Aluminium Gutters Direct (AGD) have been providing aluminium rainwater systems for over 50 years. Their product portfolio covers a wide range of build types – from small domestic buildings to multi-million pound commercial projects. The company’s success has been driven by continually exploring new areas of service, competitive prices and a focus on new product development.

Challenge

AGD needed an ecommerce website that both helped present the company as pioneers and innovators in their field, and also convert visitors into customers through a robust and easy to use ecommerce engine.

Solution

We started by creating a new strong and memorable logo for our client, as well as a brand new colour palette. Simple yet confident, the mixture of red and blue applied to playful icons adds a subtle hint of vibrancy that doesn’t distract from the main aim of the website: to generate sales.

We focused our solution on providing an uncomplicated and easy to follow user experience (UX), with the ultimate aim of avoiding potential shopping cart abandonment.* The use of Mega menus – a drop-down interface that accommodates a large number of product pages – enhances usability by providing visitors with a wide range of choices thanks to an uncluttered navigation experience.

To encourage visitors to browse and search through the website, we applied a clean and easy to follow structure and simplified navigation. Thorough yet briefly presented product features, and quality photography and illustrations also contribute to a seamless user experience.

To minimise potential shopping cart abandonment, we included a guest checkout, which speeds up and simplifies initial purchases.

To give AGD full control, we built the ecommerce website with a WordPress CMS (Content Management System) that allows the client to update content themselves, quickly and easily. Using the Woocommerce plug-in for WordPress also adds flexibility and provides improved reporting, inventory management, the option to upsell and cross sell, and inclusion of links to AGD’s social channels. The website also includes Worldpay gateway integration.

 (*) industry research from Adobe revealed shopping cart abandonment rates by device: desktop (74%); tablet (78%); smartphone (84%).

Source How do we find a solution to the great shopping cart abandonment problem? by econsultancy.