Eco Kids Planet is the UKs best nature and science magazine for kids aged 7 - 11. Offering a series of colourful and informative kids/ nature magazines, Eco Kids Planet aims to introduce children to the wonders of nature, and encourage them to protect their planet.
Eco Kids Planet approached Blend with a challenge of retaining their huge customer base through their site. We understood early on that they had one focus of a simple experience to help the users navigate the site and to understand exactly what Eco Kids Planet do and why they do it. Prior to working with Blend, Eco Kids Planet experienced a drop in revenue from Q2 2020 to Q3 2020 of 45%, and this was something that we understood that needed to be tackled immediately.
Following our initial analysis, we realised that some specific actions were needed to make this happen. The add to cart button was quite low down below the fold, so this was addressed as a matter of priority. We also felt that we needed to simplify the call to action and make the user experience a little more seamless. Users naturally scroll down first and then go back up and browse in an F/E direction which is a known tool of User Experience and we wanted to improve this for Eco Kids Planet
Blends initial analysis included Hotjar analysis, the creation of a Google Analytics Audit anda UI/UX report. By using this research, we designed desktop and mobile versions of the site to focus on what we’d observed. We also felt that the Eco Kids Planet branding needed to be strengthened to give the clarity that the client was looking for. By using existing colours and changing their fonts to have clearer branding across their site, we felt that we were able to achieve what was needed.
Key learnings from these reports were
We needed to create a more seamless shopping experience for users to navigate the website more easily.
Existing subscription customers are the main source of income. Eco Kids were losing them, and we had to make sure to retain as many of them as possible.
Focus on the products
The products needed to be more of the focus as people didn’t know what they were shopping on the site.
Blend implemented some upgraded design features to the website by improving the home and product pages and really focusing on what Eco Kids Planet sells - magazine subscriptions for kids. We also focused on navigation, making the entire checkout process simpler and easier.
Eco Kids Planet has seen remarkable results in the three months since the store redesign went live. Not only are conversions up by 13%, but the Average Order Value is up by 48% too. We have seen an increase in Direct Traffic by 53% as well as a Revenue increase of 54%. Quarter 4 has increased by 41%.
What we enjoyed about this project?
From the initial analysis right through to the design and implementation of the current site, it has been truly enjoyable. By understanding the target audiences we were able to depict a journey that would help all to know what Eco Kids Planet do and why, including implementing a seamless purchasing process with best practice in mind.
Building on the brand and brightening up the look and feel illustrated the product in a positive light and making it the hero - which in turn helped it grow today. We’re now looking forward to helping Eco Kids grow further in our continued relationship.
Head of UI/UX at Blend Commerce