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Avoca

The Brief

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. After being awarded the contract, Matrix crafted a digital strategy for their existing website so it was no longer run of the mill.

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.

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

  • 01
    Vastly improved UI and UX;
  • 02
    Perfect balance between eCommerce and brochure website: simplified browsing and purchasing, with engaging content showcasing the heritage brand;
  • 03
    Fully responsive site.
Goals

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

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.
Results

Results

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.