Crafter's Companion
Design and create a futureproofed high-performance global eCommerce solution to maximise sales and revenue
- +68% Increase in global revenue
- +120% Uplift in organic traffic
- +59% Global site conversion rate
- +119% Site speed increase
Project overview
Crafter's Companion offer a wide range of papercraft, art, colouring, and needlecraft products for both budding creatives and experienced crafters.
They were experiencing many challenges with their Magento website. It was expensive, difficult to maintain, suffered from security and downtime issues, and wasn't driving sufficient revenue.
Our challenge was to design and create a futureproofed high-performance global eCommerce solution to maximise sales and revenue - all while maintaining a community feel to the site for loyal crafting fans across the globe.
The brief
We proposed a complex SEO migration to Shopify Plus, with a bespoke OS 2.0 theme design and expansion across 3 territories - UK, EU, and the USA.
We also needed to integrate two existing brand micro-sites and create an immersive and engaging eCommerce experience for loyal crafters, with live integration with Crafters TV.
This approach would allow their global customer base to delve into the creative world of arts and crafts with ease. It would also provide a seamless and engaging community experience for crafting fans, with state-of-the-art commerce functionality to drive sales and revenue to a new level.
Key objectives
- Conduct a complex SEO migration from Magento whilst integrating two brand micro-sites (Spectrum Noir and Totally Tiffany)
- Create territory expansion stores for the US and EU markets
- Develop a custom Shopify Plus theme with design refresh throughout the site
- Increase engagement and drive business through the new website, whilst maintaining a community feel for loyal customers
- Integrate Crafter's TV and show scheduling functionality into the site to offer a 'watch live' and on-demand catchup experience for crafters. Also, provide commerce opportunities for CTV producers to personalise shows and upsell via the new site
- Develop an easy to use and time-saving CMS functionality to allow efficient and effective content changes for Crafter's Companion staff
Project highlights
Complex SEO migration from Magento to Shopify Plus to mitigate a decline in organic search visibility, whilst integrating two existing microsites (Totally Tiffany and Spectrum Noir).
Our strategy involved a detailed pre-migration audit of existing informational and inspirational content. SEO performance helped us decide what to migrate, delete, and re-write for the new site.
Custom scripts, database migration and integration with ERP to automate content migration - of customer data, order history, products, imagery, blogs and articles - to Shopify Plus.
Website IA review and design refresh including research based on search intent, informing storefront filtering priorities.
Responsive page re-designs, based on UX best practice, modernised the look and feel on all devices, to stand up to competitors and help drive sales.
Front and back-end integrations with NetSuite to ensure inventory was up-to-date and synchronised across all three expansion stores, including products sold within bundles.
Bespoke development to create a 'live TV' experience for users. Automated workflows transform a live show into an on-demand catchup video after the show ends.
This experience also included eCommerce functionality to allow shoppers to browse a product collection and add to basket whilst watching a live show on the site.
Use of ‘sections’ (component based design) to allow Crafter's Companion staff to add/build into any new page with ease – empowering them to do more in-house in future.
We also used Launchpad to schedule themes, allowing them to change content efficiently to drive sales and promotions with ease.
Our build integrated functionality to allow customers to switch seamlessly between UK, USA, and EU storefronts through Shopify expansion stores - one of the many benefits of Shopify Plus for global eCommerce brands.
These offer local shipping options and currency to provide a fully localised content experience.
Face-to-face CMS training and video and written guides to upskill Crafter's Companion staff.
This ensured they were fully competent and confident with core platform features and functionality prior to launch.
