EasyTurf

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Building an Ecommerce Store the Team Could Actually Manage

EasyTurf sells artificial turf in a range of products, dimensions and roll lengths. When the company approached us, they already had an ecommerce website, but everyday changes had become unnecessarily difficult.

The team could not easily add products, update pricing or manage important parts of the website themselves. Instead, they were heavily dependent on their existing developer, creating delays whenever the store needed to change.

Working alongside digital marketing agency Nelson O’Neill, we set out to build an ecommerce platform that EasyTurf could manage internally while also supporting ongoing SEO, conversion optimisation and marketing activities.

The challenge

Selling artificial turf online is more complicated than selling a conventional packaged product.

Customers may purchase turf by the metre, by the roll or in different combinations of widths and lengths. The price therefore needs to respond accurately to the customer’s selections rather than displaying an unhelpful generic price range.

Delivery presents an additional challenge. Artificial turf rolls are large and cannot be shipped using a standard postal service. Freight costs vary according to the customer’s postcode, the selected product, its dimensions, the number of rolls and the applicable freight tier.

For customers, the delivery price can significantly affect whether a product is affordable. Requiring them to add a product to the cart and proceed through checkout simply to discover the shipping cost created unnecessary friction.

The new store therefore needed to solve three key problems:

• Give EasyTurf control over its own products and pricing.
• Make complex product pricing clear and responsive.
• Show accurate freight costs before the customer reached the cart.

The solution

We developed a WooCommerce store that gave the EasyTurf team practical control over everyday ecommerce management.

Products, variations and prices could be maintained through the content management system without requiring a developer for routine updates. This also gave Nelson O’Neill the flexibility needed to perform SEO, content and conversion-rate optimisation work without being constrained by the previous platform.

The product purchasing experience was then customised around the way artificial turf is actually sold.

Customers could select the appropriate product measurements and roll options, with the displayed price updating dynamically on the product page. Instead of showing a broad “from–to” price, the store calculated the price for the customer’s current selection.

Custom product-page shipping calculator

A custom freight-calculation system was developed to account for EasyTurf’s postcode-based delivery rules, product dimensions, roll quantities and freight thresholds.

The calculator was integrated directly into the product page. Customers could enter their postcode and immediately see the applicable shipping cost for the product they were viewing.

They did not need to add the item to their cart, begin checkout or enter their personal information before receiving a meaningful delivery estimate.

Marketing and CRM integration

The store was also integrated with Zapier, allowing relevant ecommerce information to be mapped into EasyTurf’s CRM.

This connected the website with the company’s broader sales and marketing processes, while giving its digital marketing agency a more flexible foundation for future campaigns, search optimisation and conversion improvements.

The outcome

The completed store gave EasyTurf and its marketing partners greater control over the ecommerce platform.

Routine product and pricing changes could be handled without the same reliance on a developer. Customers received clearer, selection-specific pricing and could calculate freight directly from the product page.

The result was not simply a redesigned website. It was an ecommerce system built around the practical realities of selling and delivering artificial turf online.

Chris is proactive, comes up with great ideas and is always looking at ways to improve our website and online presence. It’s clear that he genuinely cares about his clients and takes pride in the work he does.
I wouldn’t hesitate to recommend Chris and the team at Oink to anyone looking for professional and reliable web support.