Re-positioning the UK’s largest ecommerce provider
The Challenge
Through detailed analysis of the EKM shop plan performance, listening to feedback from customers and speaking to the sales team – I noticed that there was an opportunity to push overall revenue up by attracting larger and established businesses as well as businesses with a budget by offering/ providing a more tailored e-commerce experience, as well as up-selling other services such as Marketing/ PPC and SEO to boost MRR. I noticed a lot of customers wanted more than what we were currently offering, and as a result, sometimes would cancel their account and go to someone that did offer it. The ekm.com website couldn’t cater for a shift of this magnitude so I proposed a full new brand, website, and marketing collateral for EKM Pro.
The Solution
The issue a lot of clients face is they don’t necessarily have the budget to spend £20k on an ecommerce build, EKM Pro was to be a £499.99 per month plan that offered agency like service with the power of the EKM Platform, it was agreed internally that we’d do a pilot test by creating an exploratory landing page and adding it to the pricing matrix on ekm.com, the page saw good success from generating leads and also when the sales team discussed it with other leads – when we knew the demand was there for EKM Pro I set about making my full vision a reality.
Research
I carried out extensive stakeholder interviews with the sales team and managing director to understand some of the issues we were facing and objections from customers. I then analysed substantial amounts of cancellation data, and surveyed some of EKM’s higher revenue shop owners to figure out what features, functionality and service levels they needed to operate their business. I then carried out a large amount of competitor research into both agencies, and other companies offering similar products such as Shopify Plus. Once I felt I had gathered enough research and data to begin exploration I moved onto planning the information architecture and content strategy for ekmpro.com which would define the EKM Pro offering.
EKM pro sitemap / information architecture
The first step after competitor research, analysis of EKM website performance and speaking with all relevant stakeholders was to plan the site architecture and content hierarchy. All key pages were noted, the content was discussed and approved with relevant stakeholders before moving onto wireframes and low fidelity prototyping.
ekm pro wireframes and sketches
Off the back of the content strategy initial sketching took place to cement the structure and overall look and layout of the site which progressed from low fidelity wireframes through to high fidelity code ready proofs.
Full site proofed and prototyped
Working alone on the UX and content strategy I proofed and prototyped the full site, and wrote a large amount of copy and the placeholder text https://marvelapp.com/5hg04b9/screen/47782869
Mobile focus
With a good amount of traffic likely to be coming from mobile, through Linkedin, Facebook and Google Ads as well as other sources – it was important the site was prototyped for various touch points to ensure a consistent user experience.
Marketing
The traditional channels for EKM marketing were only partially suitable for marketing EKM Pro, is an enterprise level product I considered where those customers would be and developed a marketing strategy plan based on this.
