English Gardens is a family-owned, award-winning landscape company in Metro Detroit. Dedicated to beautifying homes, gardens, and holidays, English Gardens offers five retail garden centers and four full-service floral shops with experts who can help customers with landscaping services from concept to completion.
Beyond the original website rebuild, we began revisiting each department section of the English Gardens website in order to evaluate their performance and identify improvements that could be made. One of the most highly visited departments is Landscaping, and we wanted to make changes prior to their busy season.
- Evaluating department pages’ performances
- Establishing a list of website improvements
- Increasing visibility of Landscaping page
- Evaluating the experience of users on the English Gardens website
- Enhancing visual and functional features
- Reorganizing website structure for users
TM began with a series of anonymous user testing tactics for several weeks - recording user sessions to evaluate behavior, compiling heatmaps to track where visitors are clicking, and pouring over analytics data to come to a conclusion on what people were looking for.
With that information, we were able to compile a list of very specific visual, functional, and organizational modifications that would aim to improve the target audience’s experience. The result was a completely-restructured and visually-beautiful overall Landscaping page that provides topic-specific content. This helped with catering information to what a visitor was looking for, be it DIY guidance or hiring the professional landscaping team of English Gardens.
Individual pages were then re-organized to provide detailed information about the topics visitors were actually searching for, such as hiring a Garden Coach, tapping into EG's ready-made landscape design templates, or verifying the legitimacy of EG's professional landscaping team. On each page, we also added improved calls-to-action that were relevant to what visitors were seeking to entice their interaction and promote conversion.
All in all, the new Landscaping section on the English Gardens website provides a highly tailored experience for an audience that is seeking landscaping tips, tricks, and services.