With fun, learning and imagination at the heart of childhood, it is online toy retailer PoundToy™’s mission to supply toys that are cherished and enjoyed for years to come.
Founded in 2014, PoundToy™ are a UK based, family operated online toy shop who are direct suppliers of all the major toy manufacturers including; Mattel, Lego and TOMY.
They pride themselves on being able to pass on huge discounts to their customers, with toys priced as low as £1 across categories such as activity, games and puzzles, science kits and building blocks.
Supplying a huge range of toys suitable for all ages and interests, PoundToy™ offer a speedy dispatch and free delivery on UK mainland orders when customers spend over £25.
Prior to contacting Etempa Web Solutions, PoundToy™ had identified that it took their customer approximately seven clicks to add a single item into the shopping cart. Average orders came in at £22.50, just shy of qualifying for free delivery at £25.
This signified that the company’s website, built on the Shopify ecommerce platform, needed to be improved to enhance the customer experience. It also suggested that their free delivery offer wasn’t clear and represented a missed opportunity for PoundToy™ to improve their AOV (average order value).
PoundToy™ approached Etempa Web Solutions looking for help to improve their customer’s navigation of the website by making it easier to add items to their basket, increase the quantities of individual items and introduce upselling opportunities to boost the overall value of the shopping cart.
We implemented the following changes to the website’s functionality.
Toys are grouped into collections (categories) on the website to help customers view similar products together. PoundToy™ identified that it took a customer an average of seven clicks to add a single toy to their shopping cart from the collection page.
To tackle this issue, we created the functionality to allow toys to be added to the cart directly from the collection page. A customer can now scroll through a collection and add an item to their shopping cart in just one click.
PoundToy™ customers often purchase multiples of the same product. After improving the add to cart function from a collection page, we wanted to make it even easier for customers to buy more of each toy and make the most of these upsell opportunities.
Clicking the add to cart button underneath any product automatically adds one toy to the shopping cart. Our new quantity buttons then display as soon as a customer adds an item to their cart. With a minimum quantity of one, these buttons enable the customer to easily increase the amount, completely minimising the steps previously taken to do so.
Any increased or decreased amounts automatically correlates with the total of items in the shopping cart and changes are dynamically updated on the screen.
We redesigned the shopping cart page to be extremely user friendly. The space is clear and easy to read, with only the most essential action points at this stage.
Previously, the cart was laid out with products listed one by one. As most PoundToy™ customers have a high number of items in the cart, the crucial Checkout button was being pushed to the bottom of the page. To prevent the page from becoming too long, we formatted it into a grid that always keeps the Checkout button in view.
The shopping cart now features a clear summary of the products in the basket along with quantity buttons for each item. We added an update cart button, which, combined with the quantity buttons, allows a customer to adjust the numbers in their basket for greater purchasing control.
The countdown to the free delivery threshold is prominent at this stage. As a customer adjusts the quantity of each item the countdown updates, proving to be an effective way of prompting those last minute additions to qualify for free delivery.
At the shopping cart stage, we wanted to ensure it was as simple as possible for a customer to place their order.
The checkout buttons (offering multiple payment options) are fixed at the top of the page. This means the size of the cart is now irrelevant, and the checkout button is a clear, constant call to action when a customer lands on their shopping cart.
The checkout buttons are colourful, bold and a compelling call to action enabling a customer to quickly make their choice and move through to the final payment stage.
The shopping cart presents an additional opportunity to upsell to a customer and encourage those last minute impulse buys.
We filled prime retail space under the payment option buttons with a fixed display box on the right hand side of the customer’s screen. Entitled “Forgotten something?” the box urges those impulse decisions and makes use of an otherwise blank space.
Depending on the contents of a customer’s cart, PoundToy™ can specify at a product or category level which items show in the “forgotten something?” box.
Prior to our project with PoundToy™, if a customer wanted to check what toys were in their shopping cart, they had click into their shopping cart to view its contents.
We removed the need for the customer to disrupt their shopping experience by implementing a drop down shopping cart display. By clicking on the cart icon in the top right hand corner of every page, a customer can review the contents of their shopping cart at a glance, without leaving their place on the website.
The drop down shopping cart now offers the customer opportunity to manage each item with a single click to increase or decrease quantity or remove a toy completely. This feature has been designed to capture those last minute upsell opportunities and empower the customer to make choices they are comfortable with.
The current subtotal is shown with a prominent check out button at the top and bottom of the drop down shopping cart, which make it easy for a customer to conclude their shopping. The remaining balance to qualify for free UK delivery on orders over £25 is automatically calculated to encourage more customers to hit that figure.
The drop down menu disappears in one click enabling the customer to easily continue browsing.
Feedback from PoundToy™’s Marketing Director, Rob Owlett, expressed delight in the results we have generated, deeming the project “a great success.”
The company has seen strong improvements to a number of their KPIs, most notably:
PoundToy™ report reduced time spent scrolling and more sessions that end in adding a product to the cart, which confirms that is now much easier for their customer to navigate the website, find what they want and add to cart.
Since working with us, PoundToy™ have seen their conversion rate rise from 2.09% > 2.62%, a 25.40% increase.
PoundToy™ were looking at ways to increase the average customer spend and offered free delivery on UK orders over £25. Working with us to implement a visual countdown to the free delivery threshold, the company now reports an AOV (average order value) increase from £22.50 to £25.67, an improvement of 14.08%.
This proves that the visual prompts we have implemented make it easier for a customer to see at a glance what their shopping cart total is and make a decision to increase their spend to qualify for free shipping.
The ability to place targeted customers with messages based on their product selections has made remarketing much simpler for PoundToy™.
As a result of the “Forgotten something?” boxes at the checkout process, PoundToy™ have been able to capture those impulse purchases and improve the customer experience by keeping decision making quick and simple.
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Whether you are looking to launch an eCommerce store from scratch or for help with integrating new products onto your site, take a look at how we can help you or get in touch with us today with a question.