Birkdale is the UK’s leading manufacturer of fencing supplies and accessories, providing quality solutions for D2C and B2B customers for over 40 years.
The brand was in need of a new ecommerce store that showcased Birkdale and clearly communicated the USP of the individual brands sold on the site.
One of the requirements was a strong ecommerce platform to convert D2C users, as well as a site that will service smaller wholesale merchants that are able to purchase directly online via a B2B platform.
The decision was made to re-platform to Shopify to allow the team at Birkdale to easily and quickly develop the site with new features while making use of the solid ecommerce structure and functionality that Shopify is renowned for.
Enhancing the Path to Purchase
One of the key objectives of the project was to make it easier for new and existing customers to go through the purchase process. The new site needed to allow customers to see custom pricing and place orders quickly and easily online, without the need for a customer support team.
Birkdale chose Eastside Co because it needed more than professional resource to deliver a new site - it was essential to partner with an engaged and knowledgeable team, with the ability to make recommendations to improve the website and customer experience.
Migrating to Shopify
Our SEO experts managed Birkdale’s site migration to Shopify. One of the essential elements of replatforming is making sure the new site maintains the authority and equity of the existing site. The SEO team has helped manage the migration of dozens of sites and has developed a robust set of processes to ensure sites maintain existing traffic while providing a platform for future growth.
This includes conducting keyword research, content audit and technical review to understand which search queries are used to reach the website and how to better perform for those queries. Our SEO professionals also work closely with the UX team to create site architecture that is user-focused and search engine friendly. Optimisation includes all metadata, installation of analytics software and managing redirects from the old site to the new.
It was key to make sure the journey and site content spoke directly to the customer, creating a unique and memorable experience, so we developed a Birkdale D2C store with clear navigation and UX leading to each individual brand within the portfolio: each brand has their own page that showcases their USP and brand story.
We created a site that engages the customer on every page with the right information for their stage in the purchase journey. The opportunity for upsell and cross-sell was factored in to increase the average order value and ensure a customer journey that promotes loyalty and lifetime value.
If your brand needs a new online store, we can help create the perfect ecommerce experience. If you’re looking to move to Shopify, we can migrate you from whatever platform you’re currently on, making sure the move has only positive impacts on your store’s performance. Get in touch and talk to our Business Development team for more information.