Background
Industry
Niche Product
Involvement
Shopify Migration
Web Design / Development
Conversion Rate Optimisation
Bee2 is an Australian Honey Brand, supplying consumers around the world with pure Manuka honey of the highest quality.
Up until HHP and Bee2 joined forces, Bee2 had a basic “pamphlet style” WordPress website. Bee2’s business model was supplying distributors around the world through traditional methods.
Bee2 decided to shift the business and wanted to explore selling direct to consumer through a Shopify website.
HHP put forward a proposed solution and was commissioned to design Bee2’s new Shopify website optimised for digital marketing.
We’ll walk you through the design process and strategy in this case study…
Strategy
Project Objective
UX design & CRO
Website Goal
Optimised for Customer Conversion
After deep diving the Bee2 brand and the Bee2 customer, HHP gained the necessary insight to develop a clear strategy for the UX design and CRO.
Many Bee2 customers are purchasing Bee2 products as gifts to send overseas as a memento of Australia, which is why HHP opted to reinforce the Australian aspect of the brand.
As Manuka honey is very niche, the vast majority of users coming to the Bee2 website already know the product’s benefits and know exactly what they are looking for, hence the strategy for this UX design was focussed more around the product and CRO rather than educating the user about Manuka honey.
HHP set out to design a user centric Shopify store optimised for conversions in a landing page style layout, focussing on the product itself while driving home the Australian aspect of Manuka honey and the Bee2 brand.
The Process
Design Inspiration
Instagram & Product packaging
Design Concept
Australian, Premium, earthy, natural rustic-lux vibe
Bee2 granted HHP full creative freedom of the entire design process.
HHP designed and developed the User Interface, User Experience, selected all images, fonts, colours and the overall look and feel of the new website.
Inspiration for the look and feel of the website was drawn from Bee2’s Instagram which had a premium, earthy, natural rustic-lux aesthetic.
The style and theme was inspired by the packaging of Bee2’s most premium product, Manuka Honey MGO 1100+. A clean monochromatic colour pallet with a strong blocked style font.
As mentioned in the strategy section, the goal was driving the Australian aspect of the brand & the website being product focussed. As users arrive on the home page, they encounter a banner slider, alternating between Australian Landscapes and Bee2’s products.
This design was led by both strategy and user delight.
Conversion Rate Optimisation was applied having calls to action in all the right places.
The layout of the website is centred around giving the user easy access to product information with a seamless checkout experience.
Results
HHP delivered a custom built Shopify website, optimised for sales and digital marketing.
A full migration of all Bee2 products, customer data was carried over from Bee2’s previous WordPress platform to the new and improved HHP built Shopify website.
Integration of Google Analytics allowed HHP to gather data on Bee2’s web traffic as well as launch a full digital marketing campaign including Google Search Ads, Google Shopping Ads and PPC Social Media Ads.
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