AUSTRALIAN GEOGRAPHIC great gifts for adults and kids

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Best Site Optimisation & Design

Project History

Australian Geographic Retail is an iconic Australian company with a household name. Our online site and 51 stores around the country are known as a fun destination for the whole family where the wonders of our world come alive. We needed to redesign our online store which was looking dated and was beginning to struggle under the traffic load.

We launched the new site on 4 August 2014 and have been extremely happy with the results. Our target audience is aged 2-99 however our customer is usually Mum (and adventurous Dads) with kids in the suburbs. We also love grandparents who always convince us that their grandchildren are very advanced!  Our strategic vision is to bring our online site to life and introduce to our online store the same larger than life, exciting, fun atmosphere our customers experience in store.

Technologies Used

We used the Magento platform supported by a Listrak email integration. Our developers were eWave. We chose Magento for its ability to fulfil our unique criteria submitted to potential development partners. We felt confident with its market share providing community wisdom we could harness and we chose a developer who we felt was a leader in their field not only in Australia, but worldwide. Listrak was the top of our list for email marketing as the company is a specialist in the retail area. We supported development with project management tools Basecamp and Smartsheet. And we host with Bulletproof who has supported us with lightening fast response times and expert account management with a human side that we really appreciate when times get tough.

Site Usability

We approached usability from our customers viewpoint. Our mums (and dads) are time poor so we wanted to cut down the steps to transacting. We offer easy navigation which customers can use to search through our products or our product category types. We have added static fastlinks to our carousel to encourage easy access to popular categories.

We are particularly proud of our gift finder which allows shoppers to choose an age and price range and interest to find the perfect gift for anyone. Once our customer has finished shopping, we offer a speedy one page checkout so as not to get in the way of the process and let Mum, Dad or our Grandparents get back to the urgent tasks at hand. We also love our little froggy and have made a cute animation to liven up the fat footer where he rolls his eyes around every now and then! 

Our category pages have separate backgrounds to bring these pages alive. For example our telescopes category has an amazing space scene to inspire discovery. Our product pages show off the product at its best and biggest, with less clutter and better  conversion optimisation. While our very popular Find a Store page allows people to plug into the power of Google and quickly return familiar navigation.

Site Design

We have used a clean look and feel to the design which promotes our unique product range.  We offer easy navigation which customers can use to search through our products or our product category types. http://shop.australiangeographic.com.au/ We have added static fastlinks to our carousel to encourage easy access to popular categories. http://shop.australiangeographic.com.au/

We are particularly proud of our gift finder which allows shoppers to choose an age and price range and interest to find the perfect gift for anyone. http://shop.australiangeographic.com.au/ Once our customer has finished shopping, we offer a speedy one page checkout https://shop.australiangeographic.com.au/onestepcheckout  so as not to get in the way of the process and let Mum, Dad or our Grandparents get back to the urgent tasks at hand. We also love our little froggy and have made a cute animation to liven up the fat footer where he rolls his eyes around every now and then!  http://shop.australiangeographic.com.au/

Our category pages have separate backgrounds to bring these pages alive. For example our telescopes category http://shop.australiangeographic.com.au/telescopes-binoculars has an amazing space scene to inspire discovery. Our product pages show off the product at its best and biggest, with less clutter and better conversion optimisation. http://shop.australiangeographic.com.au/pop-up-a-rocket-jump-rocket-launcher.html While our very popular Find a Store page http://shop.australiangeographic.com.au/stores/pages/view/ allows people to plug into the power of Google and quickly return familiar navigation. We have incorporated animals with personality and a sense of humour throughout the site. http://shop.australiangeographic.com.au/about-us/  We include a pop up to sign customers up to our edm list and a log in via Facebook.

Site Optimisation

Our homepage features strong calls to action, clear central intelligent on site search, strong security and trust features, prominent free shipping promotion, clear navigation, a contrasting colour scheme that is standard and consistent throughout the site, wishlists, opportunities to register birthdays of loved ones for future reminders, easy access to contact details including phone number, a mobile optimised site that allows customers to shop on multiple devices, clearly defined return policies, links to our social media, a one step checkout process which is clear and easy to use, a static banner system that incorporates smaller “fastlinks”, text to action button calls to action, above the fold pics and information and much more. 

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