Creating Barcham’s in person customer experience online
Barcham is Europe’s largest tree specialist, growing over 200,000 instant impact trees.
With over 20 years’ experience in the industry and a nursery which covers a 300 acre site, they have an extensive collection of light pot system grown trees available to purchase online.
Historically Barcham’s main customers were in the wholesale market, but with a new objective to grow the retail side of their business, they approached us to redesign and revitalise their online presence.
Key goals for the new site were to give users a rich user experience reflecting the quality and brand, ensure potential customers find Barcham when looking to purchase a tree, and increase retail sales online.
When visiting the Barcham Trees nursery site in person, customers receive a high level of service and a great deal of guidance when making their purchase and we needed to convey the same experience online.
This meant that when exploring the user experience (UX) with the client we set clear goals to ensure the new site makes it easy for customers to find the tree they want, provides a channel for Barcham to give guidance and aid decision making, and creates confidence and trust during the purchasing process.
With a low number of mobile users to their existing website, a high bounce rate from devices, and the average visit duration almost half compared to desktops, it was a must to build the new site in a responsive manner. By doing this we ensured that the new site fits any size device it’s accessed from.
To allow customers to find their perfect tree as easily as possible we added functionality which gives users of the website the ability to search via the best method for their needs. This includes a keyword search for those who know exactly what they need, through to a question-based tree finder to aid those requiring guidance.
To help meet one of the key objectives of ensuring those looking to purchase a tree find Barcham, they enlisted the help of our SEO division. As part of this ongoing contract our work includes management of both their Search Engine Optimisation (SEO) and Pay Per Click (PPC) advertising, alongside email marketing advice.