Rebuilding the flagship Green Stem CBD e-commerce website
Green Stem—one of the UK’s leading CBD brands—needed an entirely new website to better manage their growth, with emphasis on a best-in-class user experience and super-fast technology behind the scenes.
Green Stem chose MintTwist to help improve their ecommerce site in every way possible
Embarking on a detailed planning process, MintTwist worked with Green Stem to audit the existing site and look for new opportunities, improvements and efficiencies.
Armed with the results of our audit, we got to work on finding any opportunity for improvement in both the creative and the technology.
We knew that Green Stem were transitioning to a subscription model, so we took our previous experience with other brands and built it into the process from the outset. We also wanted to make sure that orders and subscriptions are easy to manage, so we designed and built a bespoke customer dashboard to cope with this.
Taking full advantage of beautiful product photography and complementing it with a brand new typography system, our designs elevate the Green Stem brand way beyond where they were and helps to truly reflect the company’s growth and future vision.
A strong focus on optimizing every aspect of the user experience
MintTwist understood that user habits and trends are ever evolving, and it was important to us that anything we design and build into the website enhances the experience of a customer during the buying process and beyond
The old website was restrictive and clunky, and didn’t respond well to the varied needs of website visitors.
Designing for ecommerce means assuming any visitor can be a customer, so it was important that we improved the process of finding and buying products. We did this through careful restructuring of the WordPress website navigation, as well as improving the product taxonomy to make it much easier to link products together with other products, as well as any other piece of content on the site.
Overall this means that users now find it much easier to get what they want, and quickly.
Improve the product treatment on the site, and make it far easier to buy
Ensure that the right products are always in easy reach of those looking to buy
Build on and enhance the respected Green Stem brand, and evolve where necessary
Position Green Stem as the market leader with trust signals and editorial focus
An evolved business model means new subscriptions technology
Green Stem were looking to enter the subscription-based CBD market, which meant planning all-new functionality to support the business
Subscriptions are increasingly a part of consumer buying habits. More and more, consumers are expecting to be able to subscribe to products they buy regularly, for both the convenience and, often, the savings it can bring.
Built on top of standard WooCommerce website functionality, our website development team in London built a robust and fully customizable subscription system, allowing Green Stem to offer the flexibility their customers are looking for, as well as provide a new avenue for revenue.
Our tried-and-tested design and UX solutions for ecommerce fit seamlessly into the buying process on Green Stem’s new site.
Green Stem’s users are increasingly mobile
Because of the nature of the audience and with the population ever on the move, mobile user experience was a top priority
It’s somewhat passé now to say that users are increasingly using the internet on their mobile devices, but when it comes to ecommerce website design, time dedicated to ensuring a seamless mobile experience can increase the amount of money users spend online.
We knew that a high proportion of Green Stem’s customers were using the site on their phones, so every detail was considered for mobile and touch devices before desktop. The site is fully responsive and there are unique optimizations woven throughout for both mobile and desktop devices, ensuring the user experience is efficient, friendly and enjoyable from first hit to purchase.
Overcoming the complex web of challenges of selling CBD online
Despite being fully legal in the UK, there continues to be a series of hurdles we must jump over to ensure a seamless user experience
There are challenges to overcome when selling CBD, from both a marketing and technological point of view.
At the start of every project, we will build a risk register to plan for all bumps in the road. We made sure to seek out the appropriate and relevant payment providers at the outset to avoid any surprises later on.
A seamless launch
We went live with Green Stem’s new site without any issues, and it’s great to see the hard work of our teams pay off
The new site is bedding in well, with all of the new functionality working as planned and an increase in both website traffic and users buying products.
Subscriptions are ticking up and user feedback has been positive. We’re proud of our work and we can’t wait to see how Green Stem grows in the future, as an organic entity as well as with our help.
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