We built out a new Shopify store, implemented Product Configurators and more
Bullets2Bandages was having growing pains. Their product sold well and resonated with customers. But their engraving process was highly manual and prone to errors. Therefore the COGs to create personalized products was high, so high that Bullets2Bandages could not fund customer aquistition through advertising. And their 5 year old site had been added onto quite a bit over time, which resulted in a confusing shopping experience for their consumers.
The first step in the solution was to create a new Shopify site for Bullets2Bandages that would allow them to quickly create and execute on marketing campaigns. The product catalog's taxonomy was redesigned with implemented through a new navigation. Existing product, sales, customer and review data was migrated into the Shopify site from Bullets2Bandages' existing BigCommerce site.
Then Product Configurators were created for all of Bullets2Bandages personalized products. They currently have 130 unique Product Configurators. Each Product Configurator outputs properly dimensioned SVG files that Bullets2Bandages drags into their CorelDraw templates for engraving.
Landing pages were created for anticipated marketing campaigns for things like popular products and wedding party gifts.
For SEO, all the best practices were implemented on the Shopify site. Additionally a 301 redirect was created in Shopify for every unique URL on the old BigCommerce site.
Usability testing was done against desired customer segments. The testing highlighting some issues with the customer flow that were resolved before launch.
These results are year-over-year comparisons to minimize any seasonal variances.
On the new Shopify site with ProductGraph's Product Configurators, the following changes occured:
The increased conversion and decreased COGs allowed Bullets2Bandages to invest more in customer acquistion. So the improved funnel improved their existing business raising their bottom line. And it allowed them to extend the business through cost effective online adverting which further raised their bottom line.
Here are some screenshots of the Bullets2Bandages website that show some of the site's features and our Proudct Configurators in action.
"Scott and Dusten stopped by our office on an unannounced sales pitch in April 2016 and (as is my reaction to most cold calls) my initial thought was to tell them thanks but no thanks. But Scott had done his homework on our company and in about 2 minutes he was able to show me demos of their work with other companies in the personalized gift market that made it very clear how we could benefit from ProductGraph's functionalities, both in terms of improving customers’ experiences and in simplifying our job when it came to customizing products.
At that point we were also about 3 months deep on our transition from BigCommerce to Shopify, and those efforts were progressing very slowly due to responsiveness issues with the developers we were using. We cut the cord on those guys and turned everything over to Scott’s team so that the ProductGraph implementation could go hand in hand with the switch to Shopify. Aside from setting up over 100 different configurators to fit customization needs for every size/shape/color/SKU/etc. on our website, Scott also streamlined the categories, revamped the above the fold portion of the front page, built collections that made it much easier for site visitors to find what they were looking for, and installed apps to cover everything from quantity price breaks to seasonal graphics and banners.
The boosts in our revenue/conversion/AOV were the result of a handful of factors to include substantial spending on SEO and Facebook advertising in addition to the services provided by ProductGraph. But I can say without a doubt that the improved browsing experience brought on by the site redesign and the “what you see is what you get” aspect of the configurators have been huge in our growth. I can’t begin to count how many customer reviews I’ve read that say something along the lines of “It’s so awesome being able to see exactly how my design will look” so it’s clear that customers enjoy being able to test things out before making a purchase.
We started off with a pretty bare-bones set of features but Scott and his team have been extremely responsive (and proactive) in their efforts to keep refining personalization features — whether it’s something small like adjusting character or line spacing to enhance the appearance of a particular font, or creating an entirely new pop-out dock to enable more intuitive customization for multi-pack products. Those new capabilities significantly improve things from the perspective of both the customer and us, and some of the new developments that we’ve got in the works will make it even easier for us to turn order information into finished products with minimal friction on our end."
And here's what Bullets2Bandages customers had to say about the personalization experience on the new site: