How we designed and developed a fast, intuitive, conversion-focused eCommerce website that made products easier to discover, simplified online shopping, and gave the business a scalable platform for growth.
The Challenge
North & Birch was preparing to expand its direct-to-consumer business online and needed a digital storefront capable of supporting both current sales and future growth.
The website had to do more than display products. Customers needed to quickly understand product categories, compare options, select variants, find relevant information, and complete purchases without unnecessary friction.
The internal team also needed simple product management, inventory visibility, promotion controls, order management, and integrations with the systems already supporting the business.
Our goal was to create a custom eCommerce website where design, technology, SEO, and conversion strategy worked together from the beginning.
A growing product catalog needed a simple structure customers could easily understand.
Created a scalable eCommerce information architecture with intuitive categories, collection pages, product filters, and intelligent search.
54% more product discovery engagement.
Product pages needed to answer customer questions while keeping the buying decision simple.
Designed conversion-focused product pages featuring strong imagery, product benefits, variants, pricing, reviews, shipping information, trust signals, and prominent Add to Cart actions.
43% higher Add to Cart rate.
A large share of customers would shop directly from smartphones.
Built the entire experience around mobile-first eCommerce UX, including responsive navigation, product filtering, thumb-friendly controls, sticky purchase actions, and simplified mobile checkout.
48% more mobile purchases.
Customers needed a fast and secure path from product selection to payment.
Designed a streamlined cart and checkout experience with clear order summaries, shipping options, secure payments, and fewer unnecessary steps.
39% higher checkout completion.
The website needed strong technical foundations for organic visibility and future growth.
Developed clean site architecture, SEO-friendly URLs, structured product content, optimized images, fast-loading templates, schema-ready pages, and conversion tracking.
1.8-second average page load time.
The Approach
Defined business goals, target customers, product structure, buying journeys, technical requirements, integrations, and growth priorities.
Mapped categories, navigation, product discovery, search, filtering, product pages, cart, checkout, customer accounts, and key conversion journeys.
Created a modern visual system and conversion-focused interfaces for homepage, collections, product pages, promotional sections, cart, checkout, and customer-facing pages.
Developed the responsive storefront and connected payments, inventory, shipping, customer data, analytics, and other business-critical systems.
Tested functionality, devices, browsers, payments, product variants, filters, forms, analytics, performance, SEO elements, and checkout journeys before launch.
The Work
The Results
| Metric | Before | After | Impact |
|---|---|---|---|
| Online Conversion Rate | 0 | +64% | ↑ 64% |
| Mobile Purchases | 0 | +48% | ↑ 48% |
| Add to Cart Rate | Baseline | +43% | ↑ 43% |
| Checkout Completion | Baseline | +39% | ↑ 39% |
| Product Discovery Engagement | Baseline | +54% | ↑ 54% |
| Average Page Load Time | 4.2 sec | 1.8 sec | ↓ 2.4 sec |
Designed for Modern eCommerce Growth
In Their Words
“We needed an online store that could represent our brand and make shopping genuinely simple. The new eCommerce website gave us the customer experience, management tools, and technical foundation we needed to grow.”Director of eCommerce, North & Birch
What's Included
Create a fast, scalable, SEO-friendly online store that makes products easy to discover and purchases easy to complete.
Planning an eCommerce Website?
Tell us what you're building, what you're selling, and where you want your online business to go.
Book a free consultation with our web experts and discover how we can grow your brand online.
