Dec 20th · 4 min read
Goodbody, who are part of the global company Sativa Wellness Group Inc, sell a range of premium CBD products. As a store that’s principally based online, it’s hugely important that their website is engaging, easy to use and efficient.
The company was set up as two separate brands, Goodbody Botanicals and Goodbody Wellness; but as they evolved and their customer base expanded, it was time to shift the two brands from their individual websites into a single e-commerce platform.
Having reviewed their company structure and online presence, Goodbody made the decision to combine their two core brands into one website. They recognised that managing the separate platforms required a huge amount of resources and saw combining their product lines as an opportunity to integrate their target markets.
The problem was, Goodbody Botanicals used the e-commerce platform Shopify, while Goodbody Wellness used WooCommerce. So, they sought DCS Digital’s help to decide which platform was right for them.
Following an in-depth consultation process that discussed the advantages and disadvantages of each platform, along with Goodbody’s preferences and goals, the decision was made: WooCommerce was the way to go.
Although Shopify provided an excellent solution, WooCommerce could offer Goodbody more flexibility over the products they displayed and available functionality. In addition, Woocommerce is free and opensource and hosted on servers managed by DCS, meaning that a layer of fees was removed compared to Shopify.
Goodbody agreed that the most efficient, secure and hassle-free way for them to make the transition was to use DCS Digital’s fully managed service, which involved three key phases.
Phase one was the setup of the new WooCommerce website. DCS used their specialist skills to migrate the data, including products, customers, orders, shipping rates and tax rates, from the old website to the new one. They then went on to perfect the WooCommerce platform for launch, whilst the existing website stayed online and fully functional.
Phase two’s purpose was to inform Goodbody’s customers of the upcoming migration and stir up excitement about the new site. To do this, DCS launched a marketing campaign which highlighted the benefits of the migration from the customer’s perspective. It showed them the extra range of products that would be available and offered a discount coupon to anyone who registered on the new site.
During the final phase, the WooCommerce website was launched and all the old site’s visitors were redirected to the relevant new pages. Although no longer public, the Shopify site remained available for internal access to any required information.
In addition, 301 redirects were put in place to ensure that the SEO ranks that the old site had achieved were given the best chance to transfer over to the new one, so that Goodbody wouldn’t have to work to regain their ranks.
DCS then closely monitored customer engagement with the new site and delivered targeted, follow up campaigns to encourage those who had not yet transferred to do so.
As part of the launch marketing campaign, DCS minimised inconvenience for the customers by sending a ‘passwordless’ login link via e-mail that allowed them to sign-in without a password.
This meant that instead of going through the complicated process of setting up an entirely new account, the customers could register to the new site in just a few clicks. On top of this, their previous account details, including past orders and addresses, were all set up on the new website, making their move to the new website extremely simple and hassle free.
Goodbody, and their customers, found the experience seamless and hassle free, and the new combined website is now going from strength to strength, and allows Goodbody to utilise their resources more efficiently in order to drive more sales.
– Julia Edwards, Head of Marketing & e-commerce at Sativa Wellness Group PLC
Due to the targeted marketing campaign and seamless transition process, the customer’s experience was quick and easy, so they could immediately enjoy the benefits of the new website.
DCS’s skills and expertise meant that the migration process was smooth and efficient and the launch of the website was hassle free.
Combining the two websites has simplified the management of the online store, allowing Goodbody to concentrate their energy on other aspects of their business.
Goodbody were able to maximise cost-efficiency and improve ROI, due to the lack of fees from WooCommerce and improved use of resources.
The design and performance of the platform is exceptional, making it more engaging, responsive and easy to navigate.