Two Cherries USA // Custom Website, eCommerce Solution Case Study

October 8, 2013 | Posted in Retail and tagged , , , ,

Overview

Since 1858, Two Cherries has been making their woodworking and carving tools the old-fashioned way. Hand-forged in their Remscheid, Germany factory by skilled craftsmen using only the finest steel and time-honored methods, little has changed in the way these fine tools are produced in well over a century. The result is a tool line of exceptional quality that their delighted customers are proud to own and use.

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While their artistic process is rooted in the past, Two Cherries did not want the same for their website. Somethumb was brought in to thoroughly update their website and introduce e-commerce capabilities, making it attractive and functional for today’s customer.

Challenges & Objectives

Two Cherries’ previous website was minimal at best, consisting of only a couple of pages of information on the company. They had no online ordering capabilities whatsoever for their many US customers; instead, visitors to the site downloaded a PDF catalog to peruse their thousands of products and then placed their orders by phone or mail, or by hunting down the desired tool at a local hardware store. The site had no analytics, and if they had, there would have been little to analyze.

We sought to modernize their website with a brand new design and a custom-made e-commerce solution to allow their customers to order online, as well as add analytics that would allow them to gauge their effectiveness at meeting visitors’ needs.

Process

Somethumb began by designing an all-new WordPress-based website from the ground up that is both attractive and informative. We then incorporated a highly customized e-commerce package through WordPress-friendly WooCommerce to finally give customers the ability to order their tools online.

The challenge of this particular element was the sheer number of ordering options that needed to be included.  We took the already customizable WooCommerce installation a step further by altering the import tool’s .CSV file to include every conceivable product option. Two Cherries’ staff can now easily add or make changes to products and available options, and customers can select from a vast array of measurement options for the tool they are ordering.

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Google Analytics was added to the website, providing the company with valuable information about how their customers use their website.

Design & Results

The new website design has been tremendously successful and began yielding results immediately.

Visitors to the site are now greeted with a stylish and intuitive interface that invites them to learn more about the company and its products by viewing a video or slideshow. The website that once lacked any ordering functionality at all now boasts not only a robust shopping cart that includes their entire product line, but also an extensive list of third-party dealers through whom customers can order Two Cherries tools.

Two Cherries’ staff can easily manage the website from behind the scenes, adding products as needed and even highlighting specials and sales on their home page. Links to their education program and their blog provide additional ways to provide value and interact with their customers.

The new analytics ability is already proving invaluable, indicating that the bounce rate is a very low 5%, with the average customer viewing about 10 pages of the website per visit.

Two Cherries is extremely pleased with the outcome, as are we!

About Scott Weiss

Scott Weiss is the founder of Somethumb, a creative services agency focused on web design and development. "Like" us on Facebook, Follow us on Twitter, "Plus-One" us on Google+, "Connect" with us on LinkedIn, and view our portfolio on Somethumb.com.

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