News & Insights

Beauty combined with function: Woodbender and Crowd - a shared ethos

15 Jul 2020

Tom Berne

Managing Director (UAE)

Crowd have been working with South African bespoke furniture manufacturer Woodbender on their new website.

Replacing their previous site built in WordPress, we used Magento for their new site which provides an industry-standard eCommerce platform. And whilst the online payment options are not yet implemented, Magento provides fantastic product management options and the ability to move to a transactional process in the future with little further set up required.

Our journey started with user research with current and would-be customers using a variety of tools such as website surveys and heat mapping to identify user journey optimisation opportunities. Over 400 people took the usability survey and we combined this with data from Hotjar and Google Analytics. We interpreted the data into a strategy we were then able to incorporate into our plan for the site.

At the same time, we ran an SEO audit on both the old site and the search landscape that Woodbender wanted to succeed in. The audit defined a strategy for site architecture, language, and content creation which formed a writing guide for Woodbender’s copy team.

With a strategy based on a solid foundation, we have delivered a new site optimised to their audience of trade and retail customers, with the option to open up to consumers at a later stage. The standard eCommerce journey allows trade customers to prepare a basket of fine bespoke wooden furniture and request a quote. Enquiries are sent directly into the CRM for action by Woodbender’s sales team and quotes can be managed in the customer’s profile area.

Marketing Manager Margaret Steenkamp said: "From the first meeting with Crowd, we were convinced that they were the right website partner for our brand and we are extremely pleased to have embarked on this journey with them. They have taken our website to an international standard and we can highly recommend their service. They were always willing to assist and accommodate our requests and nothing was ever too much to ask."

Woodbender and Crowd are a perfect match; each dedicated to delivering beautiful things that perform well.

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