Online Excellence Award

Winner: crocus.co.uk

The Crocus website (www.crocus.co.uk) has been redesigned from the ground up to showcase a wealth of rich inspirational content and video as well as creating a best-in-class shopping experience for its six-million annual site visitors across both desktop and mobile devices.

These improvements have resulted in double-digit conversion growth across a variety of landing pages, as well as a large uplift in Crocus video views year on year. The redesign has been focused on responding to a couple of key call-outs based on more than 800 samples of customer feedback, including:

Inspiration

Customers said they enjoyed monthly choice plants, how-to guides on video and garden style ideas, but new visitors especially struggled to find this content on the website.

Photography

Numerous comments focused on the high quality of the plant imagery, but once again customers wanted more of it and more ideas on what to plant, when and where.

Mobile Optimisation

Crocus had more than one-million visits to the site from mobile devices over the past 12 months but wanted to increase conversion rates.

The Crocus home page saw a refresh in 2015. There is now a much greater focus on inspirational content as well as seasonality.

Customers can shop the plant doctor's favourites for the current month along with planting tips straight from the home page, and are also presented with relevant videos that both inspire and upsell customers to make a further purchase. The conversion rate on this page has increased substantially since it was launched in the summer of 2015.

The images presented on the home page "in store this week" tiles as well as the hero banner are now twice their original size and are updated far more regularly, focusing less on clearance offers and more on inspiration/planting ideas and garden jobs to consider this weekend.

Crocus also incentivised new visitors with a discount off their first order. First-time customers are then greeted by a string of welcome emails that showcase some of the unique selling points and present them again with relevant inspirational content for that month.

The mobile-optimised website, launched in winter 2015, will make it much easier for the one-million and growing mobile visitors to shop with Crocus.

Inspiration and seasonal video content is once again key here with much larger imagery as well as product videos to get an even closer look at a potential purchase.

Crocus knows that its customers can be in "browse mode" when shopping on mobile so it has made it easy to add items to a wish list ready to follow up on at a later stage.

Conversion rates with customers that use the wish list functionality are often twice that of non-users, so it wants to encourage the use of this feature as much as possible.

Highly commended
White Stores
Finalists
Glendoick Garden Centre


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