Top Topiary sell topiary trees and other plants online via their Magento ecommerce website.
They were happy with their Google Adwords provider, but weren’t happy with their SEO performance and provider, who wasn’t getting back to them.
Top Topiary wanted to achieve higher ecommerce sales across all products, but with a focus on one new range with solid profit margins: topiary cages or frames. A problem that also needed fixing was the high sales funnel abandonment rate – only approx 10% of products which were added to the shopping cart were ever purchased and shipped.
6 Months Later…
The first thing to be tackled was the shopping cart abandonment issue. Leapfrog analysed the sales funnel, and identified where the main exit points were in the funnel. They then worked with Top Topiary and the Magento developers to reduce these “leaks”. One major leak was the confusion to the shopper exactly how the plants would be shipped. For a large bulky and sensitive product like plants, it was essential to reassure the shopper that the plant would arrive in good condition and health..
After 6 months, the shopping cart converted 31% of added items into sales, compared to 10% previously.
“We’re delighted” says Jason Allocca from Top Topiary, “Fixing the shopping cart instantly increased sales. However, all rankings are now performing well, and we’re looking at how we service the extra demand for the topiary frames.”