igourmet pivots perfectly to Shopify, nailing their Q4 sales targets and increasing conversions by over 30%

With the audit complete and equipped with a good idea of what needed to be changed, we got to work rebuilding and restructuring the igourmet digital storefront. This meant:

• Working hard to reduce abandoned cart rates by building a new customer flow experience using Zaius.
• Using Algolia to completely redesign the search function, shortening path-to-purchase and successfully managing a catalog of over 4,000 mouth watering products.
• Plugging up other funnel leaks with live support and updated on-page SEO.
• Refreshing the user experience (UX) with a focus on mobile — easier to navigate for new customers, future-proof, and able to sell to a much bigger slice of the market.
• Introducing a subscription model to retain existing customers and reclaim market share from subscription-based competitors.

The new online store would incorporate contemporary best practices in UX, smarter categorization & information architecture, and an emphasis on not just piquing the interest of new customers, but keeping them engaged with the store and eager to purchase.

With the 2020 holiday season just weeks away, we worked with the igourmet team to ensure that everything was ready in time to meet their Q4 targets.

The igourmet online store of today looks nothing like it’s predecessor. Yes, it’s still stocked with all the best food-related gifts you could ever want or need. However, these days you’ll find the store is easier to use, easier to find products, and easier to purchase from.

These changes worked better than any of us could have hoped.

Since pivoting to a Shopify Plus D2C model, igourmet now receives 15% more online traffic than ever before. What’s more, those eyeballs are no longer just tyre-kicking casual visitors. Thanks to Parkfield’s work, the site now hits a 30% higher conversion rate than the old version. This played a huge role in their 2020 holiday season, exceeding their Q4 sales targets by 22%.

However, despite making so many changes, we also successfully managed to retain the old customer base that once drove the majority of igourmet’s revenue. The new site boasts a 10% increase in repeat purchases, thanks in part to igourmet’s new subscription-based sales model.

These improvements weren’t unexpected. By focusing on an overall improvement to the user experience, adding just the right amount of tech to increase customer satisfaction, and paying close attention to the right numbers (in this case, improved retention), we were able to make big things happen for igourmet.

We can’t wait to talk about your own project, and see where we might do something similar for you.