Capital Brewing Co. Web Redesign
The Brief:
To reduce costs and move the website management in-house.
The previous website was built on a WordPress/ WooCommerce Integration. It was a highly customised, bespoke design by a web agency, hosted through an external server with a multitude of plug in’s required to operate. Each customisation to the Theme required the web agency, there was a large hosting fee and it had usability issues. As a result, I proposed that we review the current Web and CRM platforms and form a plan for what we want and need from the website in the future.
Stage 1:
The first stage of the review looked at the current website and CRM platforms being used. I conducted a thorough Strength and Weakness Evaluation, Usability Testing through Google Analytics data (e.g load times and click maps) and developed a complete Cost Analysis. I uncovered the website was outdated and convoluted with high load times for most pages (over 4.4seconds), customers were navigating to the wrong page to purchase the product and the website was costing more than necessary as multiple plug-in’s were no longer required and or were outdated (had better alternatives).
Stage 2:
In the second stage I conducted a Competitor Analysis against similar brands in the same industry. The Competitor Analysis looked at Mountain Culture, Bodriggy and Athletic Brewing Co. Elements of the Competitor Analysis included:
Website Platform
CRM Platform
Design (Level of Customisation)
Complexity of the site (site map, what content was included e.g online store, memberships etc)
Additional competitor analyses were conducted on Shopify vs WooCommerce and Mailchimp vs Klayvio. I discovered it was cheaper to run the site on Shopify and there was not a large difference between Mailchimp and Klayvio for our current customer database. This contributed to the final summary and suggestions.
Final Stage:
The final stage consisted of migrating some elements of the old site from Wordpress to Shopify and developing a new theme/ design. After collating the opinions of the Marketing and Operations teams, features that were desired or considered necessary from the report were pushed forward.
The new site design went through the processes of:
Wire-framing
Copywriting
Site Mapping
User Testing
After multiple reviews the new site was published successfully achieving increased e-commerce sales, faster load times, reduced cost and in-house management.
The site can be viewed at: capitalbrewing.co
*Please note the Website and CRM Review Document is not available to view as it contains confidential information.
