AVOCA
Matrix crafted a digital strategy for their existing website so it was no longer run of the mill
Avoca is Ireland’s oldest surviving business — but its position at the forefront of contemporary Irish design, fashion and cuisine is light years away from its original story hatched in a Co Wicklow woollen mill in 1723.
The brief
Avoca has 15 successful stores and cafés throughout Ireland, but they needed to weave some digital optimisation into their eCommerce website, with a focus on improving conversion rates. After a series of discovery workshops with key stakeholders, Matrix pinpointed Avoca’s long-term digital goals and the existing site’s failings. We approached a stagnant website that had been live for a few months, and transformed its performance through extensive User Experience (UX) and User Interface (UI) redesign.
Project overview
With the help of Matrix, Avoca’s revenue increased by 17% and cart abandonment rates dropped by 8%, based on figures from the same quarter the previous year. Crucially, the improved eCommerce performance of the site does not detract from avoca.com’s value as a brochure website, with an engaging timeline of the business and profiles of each store and café alongside its vast range of products.
Key features
- Vastly improved UI and UX;
- Perfect balance between eCommerce and brochure website: simplified browsing and purchasing, with engaging content showcasing the heritage brand;
- Strategic calls to action (eg helpful pop-ups showing seasonal offers);
- Fully responsive site.
GOALS
Drive conversions and preserve Avoca’s reputation as a market leader in Ireland
- Improve conversion rates by enhancing UX and UI of existing site;
- Maintain and elevate Avoca’s standing as one of Ireland’s most prestigious heritage brands;
- Develop a robust support blueprint for future development issues.
PROCESS
Restructure the website after extensive research and consultation with client
- Goal projection with key stakeholders;
- Persona development and defining user requirements;
- UX workshops;
- Fully restructured sitemap.
IMPACT
Immediate improvement in conversion rates and an enhanced UX overall
- Revenue increased by 17% on same three-month period the previous year;
- Cart abandonment rate dropped by 8% on same quarter the previous year;
- Greater understanding of Avoca’s customer base and target audience.
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