Hilltop Garden Centre offers a wide range of garden furniture, decor and accessories, and is a busy and successful garden centre. The main issue identified was that they were struggling to sell a sufficient number of products online, with customers preferring to go in-store to make a purchase. This is fine for the local target market, but would not be feasible for customers living further-a-field.
The goal of the campaign was to build an Ecommerce system that would be easy to use for both site users and site administrators. Due to the vast product range Hilltop sells and the fact that products change seasonally, we decided that Magento would be the best platform to manage their products, categories and sales process.
One of the main challenges in terms of sales was catering for both online shoppers and ‘click and collect’ shoppers. With delivery costs being quite high on certain large items, it made sense to also provide the option to reserve and collect. This has proved particularly popular with local shoppers.
Another challenge is that Hilltop is competing against some large, well-known businesses online, particularly with their garden furniture range. To boost their position in the search engines, we created pillar pages around the topic – Garden Furniture. This includes articles about the history of garden furniture, types of garden furniture, garden furniture brands, and garden furniture maintenance.
Since their new website was launched Hilltop have seen a continuous rise in online sales. In 2018 sales increased by 108% compared to 2017. In the first 6 months of 2019 website traffic has increased by 26%, compared to the the first 6 months of 2018. Conversion rates have also seen a year on year increase of 4%.
About the Client
Established in 1982, Hilltop is a family-run garden centre providing indoor and outdoor furniture, plants, accessories and landscaping products.
Industry: Leisure & Retail
- Website Development
- eCommerce Design
- Inbound Marketing
- Conversion Rate Optimisation
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