Revolutionary indoor backyard equipment Gardyn makes use of WooCommerce to energy their mission to place a Gardyn in each residence. Featured in Forbes, Good Housekeeping, Time, Actual Easy, Goop, and extra, Gardyn selected WooCommerce for its scalability and customizability. And so they’ve used instruments like Trustpilot, Affirm, Klaviyo, and Amazon Pay to enhance their eCommerce advertising and marketing and conversion charges.
Utilizing Trustpilot Evaluations with WooCommerce decreased Gardyn’s bounce charge, improved customer period, and in the end drove larger income attribution. Learn on to study in regards to the mission of Gardyn, why they use WooCommerce, and the way they’ve improved conversion via critiques, e mail advertising and marketing and extra cost strategies for patrons.
Meet Gardyn
When founder and CEO FX Rouxel started Gardyn in 2019, it was with a easy but visionary aim — to assist create a world the place everybody had entry to reasonably priced, handy, all-natural meals, grown sustainably and with minimal influence on the surroundings.
With the Gardyn indoor gardening system, you may develop fruits, greens, herbs, and greens in simply two sq. toes of house, with the identical yield that may require greater than a thousand sq. toes in a conventional outside backyard!
An app provides clients management over the system, to allow them to set their mild and water schedule, put it on trip mode, or order extra Y cubes, that are the plant’s seedlings.
The historical past of Gardyn
Gardyn launched in 2019 and shipped its first prototype in February 2020, on the identical time that they launched their new web site with WooCommerce.
After transferring to the U.S., Rouxel was discouraged that he couldn’t discover fruit and veggies that tasted just like the contemporary, natural produce from his residence of Provence, France. It was this seek for the tastes of his childhood that impressed him to develop the Gardyn system. As a substitute of engaged on options at first of the method — serving to the broader agricultural trade — FX centered on the top client. Now, virtually anybody can develop their very own produce with minimal problem and house.
The expertise was in-built partnership with McGill College in Canada, and is the one product of its type particularly designed for indoor use to develop as much as 30 vegetation.
Launched at a time when COVID-19 renewed curiosity all over the world for family-run, sustainable meals provides and home-based tasks, the corporate flourished. Primarily based in Bethesda, Maryland, Gardyn now employs a distant workers of greater than 50 folks.
The engines behind Gardyn’s success
We sat down with Ava, who’s accountable for their advertising and marketing and web site. She first encountered Gardyn whereas working at a advertising and marketing company they employed. She turned absorbed by the mission and keenness of Gardyn’s management group.
“I simply fell in love with the corporate.” she stated, “They needed to convey advertising and marketing in-house and I didn’t wish to depart. So I requested to remain and so they employed me full time.”
Her ardour is palpable — coming throughout extra like a founder than a Head of Web site.
Selecting WooCommerce
Ava was instrumental in choosing WooCommerce as their platform of alternative. She doesn’t name herself a developer, however does have some expertise with WordPress.
“The rationale we selected WooCommerce is that it labored properly with WordPress and it gave us essentially the most flexibility. We didn’t wish to have one other cookie-cutter Shopify retailer. Shopify can be extra of a ache to customise. I’d positively want a developer…and we didn’t have one.
However, as a result of I did have expertise with WordPress, although not a lot with WooCommerce, I was capable of Google my approach via creating our new web site.”
The primary iteration of their website was constructed fully in-house, utilizing Elementor, and with no builders. It had all the things they wanted to get off the bottom: a product element web page (PDP), membership performance, and an intuitive buying cart and checkout expertise for patrons.
“There have been, in fact, some rising pains,” says Ava. “Simply attempting to suppose forward for scalability. We’d code one thing a technique and two months later, we’d have to return as a result of I didn’t suppose additional forward.”
Fortunately, WooCommerce gave Gardyn the pliability to adapt shortly as the corporate soared in reputation — even from one month to the subsequent.
Because the Head of Web site, Ava retains a detailed eye on metrics. “I wish to see, in the event that they land on the homepage, do they go to the PDP? Then from there, I prefer to see the PDP to “add to cart” charge, after which, clearly, add to take a look at. I simply need all the things to go easily via the funnel. Particularly these key metrics — PDP to conversion, cart to conversion, checkout to conversion.”
A significant approach she’s discovered to enhance these metrics is thru buyer critiques.
That includes critiques with Trustpilot
One of many largest challenges she has as a marketer is educating clients about precisely what Gardyn is and the way it compares to different in-home meals rising methods.
“It’s telling people who we now have the Tesla, but when they’ve by no means pushed, do they know what a Tesla is? In order that’s been exhausting — explaining it in a approach so that they perceive the way it matches into their lives. It’s not simply one other chore or a pastime that’s going to go away. It’s simply really easy and it’s at all times there.”
Among the finest methods to beat this drawback, they found, is by using consumer generated content material (UGC), within the type of buyer critiques. The Gardyn group noticed the potential in critiques, however wanted a platform that may consolidate critiques in a single place. And it wanted to be genuine.
“Trustpilot is likely one of the instruments that we’ve built-in that’s actually made a big effect on gross sales and conversions on the web site,” she says. “PR is more durable nowadays, which is why critiques imply extra.”
They began with one other platform, however shortly moved over to Trustpilot, which has considerably elevated the influence of critiques.
“It creates a way of belief when clients can go to the Trustpilot website and see that the critiques and reviewers are actual. And clients write detailed critiques with 5 stars. We’re not giving them any incentives, it’s simply them wanting to inform us how a lot they love Gardyn.”
With regards to getting critiques, Gardyn reaches out through e mail to particular person clients who’re actively engaged — like longtime members. In addition they attain out in a Fb group, the place persons are collaborating and succeeding to to get essentially the most use out of the system.
Trustpilot makes it straightforward to do extra with the critiques they obtain.
“The backend expertise of Trustpilot is a lot simpler for us to handle, and see, and have the ability to obtain particular critiques and stuff like that. We’re capable of attain out to reviewers, attempt to get photographs, or get extra tales for our weblog so as to add that human really feel and emotional connection.
We particularly discovered it helpful to create advertisements or evaluation playing cards from inside Trustpilot. I can obtain all the SVG information actually simply. Every thing’s already arrange with greatest practices in thoughts, in order that’s actually useful.”
Together with critiques on the positioning and in advertising and marketing has confirmed to be vital.
“I did video consumer expertise suggestions the place folks went via the positioning and talked out loud about their expertise and ideas. I’d say eight out of ten stated one thing like, ‘Oh critiques! That is good.’ We additionally use testimonials in each e mail. In each footer, we embody Trustpilot critiques — each single footer.”
In real-life, the outcomes converse for themselves.
When Gardyn consists of critiques of their Fb advertisements, their click on via charge doubles. And after they added critiques to the positioning, engagement went up and bounce charges went down.
Utilizing further instruments and integrations for fulfillment
Ava already talked about that the selection to make use of WooCommerce for his or her retailer was, partly, because of the versatile nature of the platform. However how, particularly, does that present itself?
Extensions.
Ava has been capable of make the most of the big library of extensions to search out fast options for something she will dream up. It shortens the size of time it takes to launch new concepts and reduces improvement bills.
“I’m self-taught, so I’ve realized to Google. I’ve realized to study. You’re not going to know what extension works till you attempt it out. So the 30-day return coverage is tremendous useful.
The good half is, that as a result of WordPress is open supply, and with WooCommerce on high of that, there are such a lot of methods you may go. There are such a lot of issues on the market, that you just’ll discover what you need. There’s at all times an extension for no matter I wish to do.
As an illustration, we now have a equipment that features 4 SKUs inside a father or mother product. So we simply used Product Bundles. I by no means may have coded that. Affirm, for purchase now, pay later, has been nice for us, too.”
She says that Trustpilot and Affirm have positively made the best influence on their website’s success.
And Klaviyo, for his or her e mail advertising and marketing automation platform, has been a recreation changer, tripling income from their deserted cart funnel.
“It was tremendous straightforward to combine with WooCommerce. I don’t know why we didn’t use it earlier than. Klaviyo simply understands instantly what the funnel is. We really doubled the variety of contacts we seize from deserted carts as a result of Klaviyo can sync deserted carts with a pop up. I feel we now have near 50,000 subscribers now.”
Implementing categorical pay
The MyGardyn web site launched categorical pay choices in November 2021 and instantly noticed adoption by clients. A variety of adoption. Now, 40% of desktop transactions and 60% of cellular orders use categorical funds. As a tally of all transactions, 30% pay with a bank card, and 20% pay via Affirm.
However the massive information is that they noticed a 50% enhance in cellular conversions in comparison with desktop throughout the identical time interval, making clear the significance of categorical cost choices like Apple Pay, Google Pay, and Amazon Pay.
“It’s good,“ says Ava, “The categorical pay choices have actually elevated our conversion charges and cellular gross sales. The abandonment charge is de facto low, as properly.”
Of the categorical cost choices, Amazon Pay is likely one of the hottest.
“If you consider it, everybody has Amazon. So I simply really feel everybody’s like, ‘Oh yeah, I’ve it. I’m already signed into the app.’ It takes two seconds. I feel the abandonment charge is 17% for that. It’s actually low.”
Trying in direction of the long run
Gardyn goals to convey everybody entry to contemporary meals. A Gardyn in each residence, in fact, is the final word aim.
The corporate is at the moment engaged on a G3 Initiative, known as Gardyn Grows for Good, working with faculties and nonprofit organizations to convey meals to meals deserts and affected communities. This venture in the end helps present wholesome and reasonably priced meals to low revenue areas.
When requested about recommendation she’d give others, she doesn’t hesitate.
“Don’t be afraid to make massive adjustments,” says Ava. “A web site is rarely achieved. It’s at all times rising. It’s at all times altering. Comply with your intestine, and comply with the information, and I extremely advocate WooCommerce and Trustpilot.
If you’re promoting one thing or doing hardcore advertising and marketing, do it for one thing that makes the world higher, and makes you are feeling good when folks purchase it.”
Lastly, Ava additionally shared her favourite issues to develop in her Gardyn: “My favourite factor known as Purple Mustard. It’s actually a spicy lettuce and it tastes like horseradish. It’s actually good on sandwiches! I’ve additionally grown cherry tomatoes and strawberries that tasted so candy. I’ve by no means tasted something like that.”
