Case Furniture.
Delivering flexibility and in-house control on Advanced Shopify.
With the increasing shift to online purchasing, Case wanted to upgrade its eCommerce presence. Top of their wishlist list was ensuring the new website better reflected the original, high-quality nature of its products and brand. This encompassed how the website looked stylistically and the user experience.
Replatforming from WooCommerce to Shopify Advanced.
With the Case team requiring a platform with flexibility and stability to support their online growth, blubolt migrated the site from WooCommerce to Shopify Advanced. As a result, the brand now has a wealth of in-house control with Shopify, enabling it to adapt its website to meet new demands from its online furniture shoppers.
Accessible, innovative and authored design.
With a mission to enhance modern living through accessible, innovative and authored design, the Case team briefed blubolt on a design to reflect this. And the new design meets this brief perfectly! It emphasises not only the award-winning furniture designs but also the high-tech quality of craftsmanship.
“We designed the homepage with content blocks that can be split into smaller sections,” says Harry Parkin, designer at blubolt. “This grid layout meets the brand's request for flexibility as each section is completely customisable. The design also offers an enhanced user experience, encouraging customers to browse the site, which in turn aids conversions.”
House style: customisable delivery & sleek upsells.
Bearing in mind the brand’s affinity for beautiful design combined with high function, the blubolt development team sought to replicate this on the new website. “We kept the PDPs super clear with expandable sections for more product details plus fully customisable delivery and USP information,” says Luke Parry, developer at blubolt. “We also delivered an upsell section, a sleek sample request service, and upgraded the designer profile pages.” Finally, the team carefully selected technology partners to meet these standards, for example, integrations with CloudSearch for search and filtering, Gorgias for live chat, and Klaviyo for email marketing.
Post-launch: CRO service furnishing new opportunities.
The blubolt CRO team discovered that the majority of visitors to the Product Detail Pages (PDP) were not adding products to the cart. Initial research provided several reasons. Firstly, users were hesitant to purchase due to the complex delivery fees and timeframes. Secondly, on mobile homepage content, users wanted an easier product discovery experience (for example, displaying top categories). Finally, users wanted greater ease in finding furniture dimensions and weren’t sure how the items would fit and look in their homes.
As such, we defined the user journey and uncovered friction points before conducting a controlled user testing exercise on this user journey. From there, we could see users' issues and needs, watch their actual mouse movements, and listen to them ask questions and/or complete tasks. Our testing and analysis outcome was 23 recommendations to optimise the PDP, grouped into key themes like delivery, trust signals, navigation, user experience and value proposition. We advised which recommendations were the top priorities (13 in total) and needed immediate implementation and then got to work ensuring Case's website continues to evolve and grow!
Case closed: beautiful design and a powerful platform with Advanced Shopify.
The new Case Furniture website is now as sleek and sophisticated as the furniture they’re selling. In terms of their ambition to make great design accessible to the masses, their new Advanced Shopify site proves it’s a case of mission accomplished. In addition, with our ongoing CRO support, the website will continue to evolve and drive more conversions for the brand!
