Case Study
eFoodsDirect.com has been a pioneer in online fulfillment of personal home food storage for over a decade. They focus on a product that is natural food which has been dehydrated and packaged in its raw form for the best nutritional value possible. With steady trends of traffic above 90,000 visitors each month, eFoodsDirect.com approached NuEthic to consult on optimizing their checkout process to convert more sales from that traffic without replacing the current eCommerce system. The findings later validated a restructuring of platform for eCommerce and refresh of design. In addition to improving conversion through these means, NuEthic also implemented an aggressive SEO campaign to target new opportunities for exposure that had not been explored or were inhibited with the previous platform.
A CASE FOR SHORT-TERM CONVERSION RATE IMPROVEMENT ON EFOODSDIRECT
In researching current usability and analytics, we saw major flaws in design layout and development technology. This was ultimately leading visitors astray in the checkout process and causing critical dropout. After applying interim interface structure and design changes, NuEthic increased the conversion rate of the site traffic from 1.9% to above 2.5%.
Cross-Browser Issues
This is a glimpse at a cross-browser test of the eFoodsDirect website prior to NuEthic development. As you can see, the website has flash navigation throughout the cart, the logo and images had been designed incorrectly and the layout is completely broken.
Broken Checkout Process
This is a look into the checkout process in the right browser and prior to the NuEthic takeover. As you can see, the website still has a broken layout and it seems like images are thrown into random places.
Smoother Shopping Cart
This screenshot after NuEthic overhaul the shopping cart. We were able to increase conversions by over 100% just by making the checkout work. A large majority of the user-base had been receiving errors while trying to navigate the page, and with the changes made, the user experience was increased dramatically.
A CASE FOR THE EFOODSDIRECT REDESIGN
NuEthic then proceeded to approach the entire site with new design, branding, ecommerce functionality and eCommerce capabilities. We implemented the store on the Magento platform due to its robust set of features. Magento is scalable and easily customizable for the convenience of both sellers and shoppers alike. The look, the content, and the functionality of the online store improved dramatically. Easy-to-navigate administrative interface gave eFoodsDirect catalog management tools, SEO-friendly capabilities, and comprehensive merchandising/marketing features like shopping carts, product reviews, social shopping, up-selling/cross-selling, wish lists, E-newsletter management, and integration with numerous payment gateways. Magento also offers extensive analytics and reports, as well as easy inventory management online.
Before NuEthic
After NuEthic
A CASE FOR LONG-TERM CONVERSION RATE IMPROVEMENT ON EFOODSDIRECT
At first, in order to increase the eFoodsDirect website conversion rate, we determined why potential customers drop out at certain points in the process and eliminated these roadblocks in order to increase sales. Since then we have doubled conversions above the previously increased rate to around 5%!
A CASE FOR ONLINE SALES IMPROVEMENT ON EFOODSDIRECT
The most important metric overall for an eCommerce business is sales online. eFoodsDirect was averaging a little over $600K every month in online orders through the site. Since our implementation of the new site, eFoodsDirect.com has sustained online sales averaging over $1.3M every month! We have helped more than double sales online and had sales over $3M in the first month of deployment.