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 with a website that had one focus of a simple experience to help the users navigate the site and tor them to understand exactly what Eco Kids Planet do and why they do it too. Prior to working with Blend, Eco Kids Planet experienced a drop in revenue from Q2 2020 to Q3 2020 of 45%.
We realised that we needed to work on a few other things from here. The add to cart button was quite low down below the fold so we brought everything up. 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.
Blend ran a Discovery Phase for Eco Kids Planet which included a 360 report, Hotjar analysis, the creation of a Google Analytics Audit, a UI/UX report. This led to designs for desktop and mobile and the build of the site. We also enhanced the Eco Kids Planet branding by using existing colours and redoing their fonts to have clearer branding across their site. All of this was achieved in 3 months.
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 loosing 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 discovery phase right through to the design and implementation of the 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.
Head of UI/UX at Blend Commerce