Assignment
Stjärnurmakarna's e-commerce in Umbraco CMS
Limetta's mission was to increase both traffic and sales in Stjärnurmakarna's e-commerce solution in Umbraco. Thanks to our long-standing collaboration with the client, we had a short ramp-up time and could quickly identify improvement measures.
The challenge
The assignment consisted of two parts:
- Map the brand, target audiences and buying behaviours.
- Develop a list of concrete measures that increase sales and traffic based on insights from the mapping.
Part of the challenge was that the measures had to be implemented without changing the existing technical platform, which would have been too costly.
Workshop with the client
In a workshop with Stjärnurmakarna and an SEO specialist we identified five different initiatives that were important for reaching the goal.
- Improved SEO.
- Maximum focus on products and brands - downplay other information.
- A straighter, simpler and clearer purchase flow aimed at shortening the path to purchase.
- Clean, simple and mobile-optimized UX and design.
- Make Stjärnurmakarna's strong customer promises more prominent.
To measure and track the effects, we added tracking points at all relevant steps in the purchase flow. These were implemented in Google Tag Manager.
The result
We redesigned the website guided by a long list of concrete improvements. Simpler navigation and a shorter path to purchase. Large parts of the purchase flow were reworked. Previously customers had to click all the way through to an individual product to find a buy button.
In the new version you can buy products directly in product listings and on the homepage. A more modern, cleaner and clearer design and a strong focus on SEO, both technical and content-wise. Content that was not a necessary part of the purchase process was moved down to the footer.
