It is a testament that we enjoy fairly regularly, when a client comes back for a redevelopment of a site we have done previously. Generally, a business benefits from a full refresh every 3 years, and for a company to come back to us for that indicates that they must have been happy with our work. Such is the case with CBD Cakes.
CBD Cakes are based in Martin Place in Sydney and have a bakery shop front, and online store for their range of cakes, tarts, and pastries. They deliver across Greater Sydney and are highly regarded and reviewed for their products. Because they deliver over the Greater Sydney region, deliver costs as part of the purchasing process are a business imperative.
We were able to take advantage of more advanced user experience opportunities to ensure that the deliver cost expectation was met nearer to the start of the customer journey. This reduces cart abandonment, which is often caused by “shipping shock”. The customer is able to see if they are in the delivery area and what that cost is likely to be on top of their order.
The design brief was also to bring more information forward to the home page. We developed with SEO in mind, but also to ensure the users could see their range and know where to go on the first view of the site. We updated the site to a more modern look and feel with more use of colour and focus on the product.
We maintained the distinct functional objectives, which included the option for customers to order for next day delivery before a certain cut-off time, the availability of delivery to specific postcodes, a loyalty program to provide incentives for repeat business, and automatic gift vouchers for use against any online purchase.
With the needs of the business and the desires of the user in mind, the outcome is a clean, bright serving of product with a natural navigational flow from product viewing to purchasing. The administration side continues the smooth processing and management that the CBD Cakes staff enjoy for the purposes or organising order receipt, fulfilment, and dispatch.