I have been the guardian of our brand and website for over 20 years, and I wasn't looking forward to handing over the wheel to anyone, but Electric Eye has given me a better site than I could have imagined. They understand the things that mattered and showed me how my aesthetics and values could work with a modern, functional elegant website.
Rancho Gordo is a specialty producer and seller of heirloom beans based in Napa County, California. Founded by Steve Sando, Rancho Gordo has cultivated beans as well as a cult-like following in the food scene. What started off as selling beans at the farmers market soon became a thriving business. The authenticity of Rancho Gordo's superior product struck a nerve and people agreed that heirloom beans were worth celebrating. Currently their warehouse, retail shop, and offices are in Napa, California and a stop there is part of many tours of the wine country.
Rancho Gordo is a wildly popular company with dedicated fans. Even though their website was outdated (by more than a few years), their conversion rate was holding high and sales were strong. In instances like this, Electric Eye always asks the question 'can things be even better'? Looking at the analytics we still thought there was room for improvement. With a new website design, customers might be able to find their products faster or stay on the site a little longer to read their fantastic recipes and a wealth of content. The old website might have been doing its job, but it wasn't bringing anyone joy. The colors didn't match the branding and packaging, leading to a disjointed customer experience.
Electric Eye partnered with Rancho Gordo to take the structure of their old website and reinvigorate it with fresh design elements. We took inspiration from their packaging and branding that customers already knew and loved. We set out to match the experience people have with the brand in the real world into the online experience. A revamped navigation should lead customers to their favorite beans faster, and product pages show imagery and customer reviews more prominently. Now, with fresh design and UX updates that aim to increase average order value and conversion rate, Rancho Gordo is ready to scale into the future. We are continuing service with Rancho Gordo to make strategic, incremental updates to their blog, bean club utilizing Recharge, and much more!
Special attention was given to the product page to convey the superlative quality and depth of every Rancho Gordo product while also meeting the pragmatic needs of the consumer without impeding conversions. Product description functionality was designed into tabs to provide a wealth of information including not only a detailed description of the flavor profile of the product, but also cooking instructions and recommended dishes. Additionally, potential substitutes or similar products are listed. All of this to meet the needs of all shopping styles, providing the in-depth shopper ample information at their disposal in an intuitive layout while not imposing on or overwhelming the shoppers that already have their tried-and-true products picked out.
Rancho Gordo has an exorbitant amount of rich, unique blog content amassed over years of painstaking writing. Seemingly a goldmine of content for SEO, there was just one issue: it was hosted on a completely separate Wordpress site. Electric Eye carried out the migration to port over all of the years of writing and imagery. Now all of the mementos and ideas shared from the brand's storied history within the blog and all of the SEO advantages that came along with it could benefit the ecommerce website on Shopify.
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