Improving the customer journey for global sales

Annie Sloan, a heritage paint company, approached us to help improve their customers' digital experience and boost international sales on their eCommerce website.

We began by thoroughly analysing their current website. This included reviewing website analytics, examining SEO aspects, conducting heat mapping, and analysing customer behaviour, along with a UI/UX assessment.

Through this detailed assessment and collaborative workshops with their team, we identified several key opportunities to improve their online presence and enhance the customer journey.

Dedicated US and EU child sites

We implement dedicated child sites for the US and EU markets.

This strategic decision enabled market-specific product customisation and localised payment and shipping solutions. The child sites significantly improved SEO performance through region-specific content, leading to enhanced local search rankings while ensuring compliance with regional regulations and requirements.

Bespoke paint calculator tool

To address a common pain point we observed in customer behaviour, we developed an intuitive paint calculator tool.

This user-friendly calculator helps customers accurately estimate their project requirements, effectively reducing mid-project paint shortages. The tool takes into account multiple factors including surface area, paint coverage per square foot, and the number of coats required, providing clear guidance throughout the estimation process.

Intelligent product recommendations

We further enhanced the shopping experience by implementing a dynamic product recommendation system.

This intelligent system suggests project-specific items based on cart contents, highlighting essential complementary products such as matching brushes for chalk paint purchases. This approach has successfully improved average order value while maintaining an authentic, helpful approach to cross-selling that resonates with customers.

Multi-channel approach

We recognised the importance of taking a holistic approach to nurturing the customer journey, so we integrated their WordPress site with MailChimp.

This integration enabled us to create automated email journeys, such as personalised welcome emails and abandoned cart triggers, tailored to each market and individual. Read more about our approach to this.

Ongoing enhancements

Our relationship with Annie Sloan has evolved into an ongoing partnership, where we continue to manage and enhance their website.

This collaborative approach allows us to implement new features and optimisations based on performance data and customer feedback, ensuring their digital presence consistently meets changing market demands and customer expectations.