Web Design Case Study: Trove

Clean design, faster load and easy-to-use ecommerce journey supports online delivery service Trove to engage customers.

The background

Trove is an ecommerce delivery service that connects local people to their community’s independent retailers. Shoppers can browse an online treasure trove of fantastic victuals, beverages and lifestyle goods from a range of local suppliers – it’s just like doing a normal online shop, but empowering customers to think local first, buy high-quality everyday products and reduce plastic packaging. Trove’s mission is to make it really easy to shop locally, without having to drop into multiple retailers – customers get the convenience of an online shop while feeling good about knowing where their food comes from, as well as supporting their local community.

The challenge

Over the last two years, co-founders Felicity Beasley and Victoria Ayres have attracted investment, established the technology and literally and physically ‘set up shop’ with suppliers. Their next job was to connect with and convert the consumers. Therefore, the website’s purpose changed from engaging investors and demonstrating the technology to attracting and converting customers. Digital marketing agency KW Marketing was brought on board to update the site to exude a less corporate, friendlier feel to enable its well-heeled, rural demographic to know, like and trust the brand and convert visitors to loyal customers.

Trove’s website needed support with:
A design refresh, to update the site’s aesthetics, look and feel, which included warming up the colour palette and adding high-quality product, people and location images.
Addressing branding, communication and SEO to drive more organic traffic and convert visitors to loyal customers.
Improving the ecommerce journey.
Development: build and maintenance – the work that happens behind the scenes to make a website look great, work fast and perform well with a seamless user experience (UX).
Going live: supporting the new site with digital marketing at its heart.

The solution

Food marketing agency KW Marketing was referred to Trove in early summer 2022 and we relaunched the site in September 2022. We improved its look and feel as well as enhancing the UX, choosing an easy-to-use platform that ensured speedy load times. All the changes were seamlessly integrated so there were no technical or system complications.

Flic and Tor chose KW Marketing as a web design Devon agency to enable them to build a website that loads quickly and without issues, has easy-to-navigate pages and clear call to actions (CTAs) so website visitors are comfortable with making a purchase. The user-centred approach to design included a reduced number of clicks, great imagery, enhancing the ease of finding an item and placing an order, simplifying the checkout process, and enabling shoppers to save their cart. We also cut out an extra step to convert customers by adding a postcode checker on the homepage.

The impact

Within the first month of launching, thelocaltrove.com has seen a substantial increase in user traffic and new customer sign-ups.

151.88% increase in traffic
138.99% increase in new users
2.70% reduction in bounce rate
Streamlined content management
Improved user satisfaction

Scope of work

Discovery

Discovery call: we found out what Trove needed and established how we could deliver the goods.
Research: we used Google Analytics, G Metrics and SEO tools to check out the existing site to see what was working and what wasn’t.

Design

Wireframing: we established the site’s basic structure before visual design and content was added.
UX: we took into account user needs and user journeys.
Design: we made it fun but also functional.

Develop

Back-end development: we created the site’s ‘behind the scenes’ functionality.
Front-end development: we created everything that users see visually.
Systems integration: we ensured a smooth transition between the new site and the old site.

Launch

SEO: we improved the site to increase its visibility.
Testing: we thoroughly checked functionality.
Sign off: all the little details were ticked off.
GO LIVE: does what it says on the tin!

Want results like this? Book a call today to chat about how a revamped website can take your business to the next level.

Aushi Meewella

18:40 07 Dec 22

Kate and her team have been absolutely fantastic - incredibly professional, dedicated and they go above and beyond what is expected. We are thoroughly impressed and could not recommend them more.

Julia Mazorodze

10:34 26 Oct 22

Kate and Mela are a dreamteam. When we went back to KW Marketing (after previously working with Kate) to cover a period without a digital colleague, it was like working with old friends, who cared deeply about our cause and success.Despite being new to us, Mela got up to speed with the complexities of our international NGO quickly, and took away all the concern you might have about someone external publicly representing a nuanced cause - it felt like having someone on the inside. Great job, thank you so much KW Marketing.

Chris Yandell

12:29 06 Dec 21

Kate's great digital Marketing knowledge has shaped the digital foot print for our business. Kate goes above and beyond to support us and our business showing genuine care and passion for what we do. I can highly recommend Kate for any business wanting/needing to shine online.

Lucy Adams

18:47 12 May 20

Kate started working with our company around three months ago and she has been absolutely amazing. It's not just her expertise (which is fab) and her drive and energy (impressive) - it's also that she 'got' us from day one and became an essential part of our small team almost immediately. She has made a massive difference to our social media marketing campaigns but also adds value to lots of other aspects such as our brand and our content marketing. We came across Kate by chance (well, her strong Google presence really!) and we are so lucky to have as part of our team.

Neil Tinson

12:24 06 Mar 20

As an international charity, we needed a social media expert who could provide a high level of ongoing support with our digital channels. Kate was personally recommended to us and, having now worked with her for a few months, I’m not in the least bit surprised. She’s entirely reliable, always responsive, and is a joy to work with. Kate fully invests her knowledge, skills and energy into our work, and there’s no doubt she’s helping us raise our standards improving our results. Kate’s a crucial and appreciated extension of our team.