Case study
Navigating Challenges and Driving Growth:
MindArc's Partnership with eSafety Supplies.
eSafety is Australia's leading safety equipment supplier, specialising in car park protection, street furniture, signage, site safety, asset protection, and workplace safety. They cater to the diverse needs of the trade, construction, and building industries across Australia. Their "Simply Better" ethos ensures top-quality products, exceptional customer service, fast nationwide delivery, an extensive product catalogue, and competitive value with price-beat guarantees and loyalty programs.
706%
203%
273%
Increase in online sessions
Increase in add-to-cart actions
Increase in conversions into sales
01 The challenge
eSafety Supplies is a prominent provider of safety equipment in the dynamic digital landscape. However, several pressing challenges demand immediate attention.
Primarily, the focus was to streamline the purchase journey for current and potential customers. A long term impact would be the impeding to make informed purchasing decisions, ultimately impacting sales conversion rates and tarnishing user experience.
Furthermore, the sluggish performance of the website adds to customer frustration, potentially driving them towards alternative sources. Coupled with the outdated appearance of the site, its credibility and competitiveness in the market are compromised.
Moreover, the presence of a buggy interface erodes user trust and hampers the platform's overall functionality. Addressing these challenges is paramount for eSafety Supplies to bolster its online presence, elevate customer satisfaction, and drive sustainable business growth.
We joined forces with eSafety Supplies to embark on an exciting journey towards digital transformation. Recognising the importance of elevating the customer experience and propelling the brand forward, we set out on a mission to redefine their online presence.
Our recommendation? A strategic migration from Woocommerce to Shopify Plus. This transition provided eSafety Supplies with a sturdy foundation for growth, enabling them to offer customers a seamless and dynamic online shopping experience like never before.
Leveraging Minimog, an off-the-shelf theme infused with our personalised Mindarc touches, we could also breathe new life into the website's aesthetic. With a modern and stylish revamp, eSafety Supplies' digital storefront was primed to capture attention and inspire engagement.
Simultaneously, our collaboration extended to optimising marketing strategies through Klaviyo. Armed with powerful tools, eSafety Supplies could now connect with their audience more effectively and launch impactful campaigns that resonated with their customer base.
In essence, our partnership with eSafety Supplies wasn't just about migrating platforms—it was about transforming their digital landscape, enhancing their brand identity, and creating memorable experiences for their customers.
02 Our approach
Mindarc's collaboration with eSafety Supplies went beyond simply launching a new website—it was about empowering them for sustained success in managing their online platform. Through tailored training and ongoing support, we equipped eSafety Supplies with the tools and knowledge necessary to confidently navigate their site post-launch, ensuring seamless management and updates.
Our implementation strategies were meticulously crafted to minimise the risk of pricing errors, safeguarding the integrity of their pricing structure and enhancing trust with customers. Our joint focus was on elevating the overall customer experience, from browsing to purchasing, by creating a user-friendly environment that fosters loyalty and satisfaction. With the establishment of a blended Shopify Plus store, eSafety Supplies can now effectively manage both their B2B and DTC customer base. With these initiatives in place, eSafety Supplies is well-positioned to thrive in the digital marketplace, armed with the resources and capabilities to excel.
Furthermore, our comprehensive approach included a thorough reassessment of SEO practices. We identified areas for enhancement and implemented strategic improvements to bolster the brand's online visibility and reach. Together, these efforts have propelled eSafety Supplies into a new era of digital success, poised to thrive in a competitive market landscape.
03 Actions taken
04 The result
Some of the results we saw 30 days before migration compared to 30 days after the migration:
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706% increase in online sessions, reflecting heightened engagement and interest.
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3.61% increase in return customers, indicating improved customer loyalty and retention.
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Bounce rate down from 41.09% to 17.86%, demonstrating enhanced website usability and engagement.
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203% increase in add-to-cart actions, highlighting a significant boost in customer interest and intent to purchase.
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257% increase in customers reaching the checkout, showcasing improved conversion funnel efficiency.
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273% increase in conversions into sales, underscoring the tangible impact on revenue generation.
The collaborative effort between Mindarc and eSafety Supplies proved instrumental in achieving the launch of their new website within their desired timeline, highlighting the effectiveness of our teamwork and dedication.
Throughout the process, we delivered a successful digital transformation for eSafety Supplies and gained invaluable insights into their industry, enhancing our understanding and capabilities in serving similar clients. Our holistic solution encompassed not only the development of a fresh look on their existing website but also included strategic SEO enhancements and the implementation of targeted email marketing campaigns. This comprehensive approach addressed eSafety's diverse needs and objectives, positioning them for long-term success in the digital landscape while solidifying our partnership as a trusted advisor and strategic ally in the eComm space.
05 Conclusion
Evan Gholab
Managing Director at eSfatey
The migration to Shopify Plus has been a game-changer for eSafety Supplies. This transformation has significantly enhanced our overall business efficiency, improved user experience, and boosted customer satisfaction. Our commitment to providing simply better safety solutions is now mirrored in a modern, seamless online shopping experience that truly sets us apart in the market.
Michelle Du Toit
Marketing & IT Manager at eSafety
Leading the migration project to Shopify Plus was an incredible experience. We aimed to address the critical challenges and elevate our digital presence. The new platform not only offers a sleek and efficient interface but also enables us to better connect with our customers. This upgrade ensures we deliver on our promise of being simply better in every aspect, from product selection to customer service.
Andrea Certeza-Vella
Project Manager at MindArc
The ease of working with eSafety as a client has been fantastic and their willingness to keep an open conversation through the duration of the project was appreciated by our team. We are glad that we have been able to assist them in enhancing their e-commerce journey and hope for bigger and better opportunities to come their way!