Enhancing Suffolk's natural & historic environment
+
Chris Bowers & Sons has the largest range of fruit trees in the UK, and has been an Infotex client since the early 2000s. Given the website’s age and the accumulated years of sales and product additions, we mutually agreed with the client to initiate a new project to design and build a new site using WordPress and WooCommerce.
Project Objectives
The primary focus points of the new project were to:
- Modernise the Website Design and Content Structure: Develop a visually appealing and contemporary design.
- Transition to a User-Friendly Platform: Build the new website on WordPress / WooCommerce, allowing for simple management of products, sales, and content.
- Improve Layout for User Engagement: Create an intuitive and engaging layout to encourage user interaction and increase conversion rates.
Project Complexities
The development of the new website presented a few complexities, including:
- SEO Retention: The client had written scores of helpful fruit growing and care articles over the years, and maintaining the SEO benefit of these with the migration to a new platform was vital.
- Digital Marketing: Infotex have been running a very successful online marketing campaign across PPC channels for the client. We needed to retain the positive aspects of this promotion, and further enhance it with the new site’s features.
- Category, Product, and Content Migration: Successfully migrating a significant amount of data from the old platform to WordPress, ensuring all products, categories, and content were transferred without data loss or disruption.
- Dynamic Tiered Pricing: Implementing dynamic tiered pricing functionality to allow for flexible pricing strategies.
- Interlinking Related Items and Growing Guides: Adding interlinks between related products and growing guides within product pages to enhance user experience and engagement.
- Incorporating Key Product Facets and Flowering Calendar: Including essential product facets and a flowering calendar to help customers easily find and select products.
Outcome
The newly designed website provides a modern platform for the client to conduct their online business more efficiently. By moving to WordPress/WooCommerce, we centralised operations, streamlining the management of orders, payments, and customer communications. Previously, the client was printing invoices and packing slips separately and using their payment gateway as the primary source of order information. With the new platform, all these processes are now seamlessly integrated.
On the digital marketing side, we now have much more granular control over product information, feeding shopping ads with essential information. Moreover, the new content management system enables the client to make frequent updates, such as adding new growing guides and promotion notices, with ease, ensuring that the website remains fresh and relevant.
Conclusion
This project demonstrates our commitment to helping long-standing clients modernise their digital presence and maintain a competitive edge in the e-commerce space. By upgrading the client’s website to a user-friendly and efficient platform, we have not only preserved their online reputation but also provided them with tools for continued growth and success.
