Usful Strategy: Increasing Website Sales

116 & West

Ūsful Glassworks was 116 & West’s In Cahoots program winner for 2016. We partnered with them on a pro bono basis to help advance the mission of their nonprofit agency. Ūsful was focused on increasing website sales of their recycled glassware so it could continue employing and training members of the community recovering from substance abuse, homelessness, and incarceration.

Website Redesign

Because Ūsful Glassworks sells its product primarily online, the main focus of our discovery phase was auditing the existing website. While design and functionality needed to be addressed, we didn’t overlook the most important thing: the user’s journey. We assessed how effectively products were showcased and how pricing was communicated.

Communicate Value

A deep dive of the analytics indicated that users were getting lost within the site before they were ready to make a purchase. Additional research revealed that the products were perceived as “high-priced” for recycled goods. The site needed messaging that showed items were skillfully remade and sold for a charitable cause.

Usful Strategy

Our solution for Ūsful Glassworks was to completely redesign the website into a mobile-friendly e-commerce experience, where every product page shared something about the company’s charitable work. The site mapping and wireframing process centered on driving conversion and refreshing the brand.

We also submitted an application for and won the Google for Nonprofits Adwords grant, which provided Ūsful with $10,000 of advertising credit per month on a continuing basis. We utilized the funds to develop a keyword strategy to drive traffic and increase conversion.

Finally, we developed a social media messaging campaign to maximize the number of eyes on the new branding and functionality we developed on the website.

Increasing Website Sales

The website overhaul and social media campaigns drove a 56% increase in online visits. The shopping cart abandonment rate fell by 23%, and the conversion rate more than doubled.

Within social media, Ūsful gained nearly 100 new followers after our first ad campaign, with 1,661 clicks on the “Shop Now” button associated with the Facebook ad. Those clicks represent 5% of all users who saw the ad, outpacing the industry average of .07%.

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