Artist Print Shop Built on Squarespace | Client Case Study
| CRUM ART - Client Case Study |
One of my favorite projects to date! Betsy and Carl from CRUM ART reached out to me in early 2022 for a website rehaul.
CRUM ART is an e-commerce company specializing in Cool, Affordable, and Modern Texas Art for People Who Love Texas. They’re the coolest and they definitely know what Texans love!
When they first reached out this is what they said:
“My wife, daughters, and I have a retail art business called Sort of Cool, which we primarily sell through our website and at art festivals. We’ve been selling online and at shows for over twenty years.
We've had many different e-commerce websites, including custom-made, Squarespace, and BigCommerce. We are currently hosted on BigCommerce - which I hate because it looks ugly and is too clunky. We originally switched to BigCommerce because it allowed us to sync our Square POS system. We can now do this with Squarespace.
We would like to move our website to Squarespace, while also updating the look and branding. Our current website www.sortofcool.com has 237 products. We have an additional 40 to 50 products that need to be added as well.
Last year, we started working on a Squarespace template for CrumArt, with the idea of moving our website over. As you can see, it is very basic and has had no design work yet. I do not have the time, or knowledge to make a great and optimized e-commerce website - so we need outside help. We would be fine starting from scratch, or reusing elements as well.”
Old Website via Big Commerce
Phase 1: Website Objectives + Strategy:
We sat down via Zoom (hello pandemic) to understand their current challenges, goals, important metrics, and what areas mattered the most. Then I worked on mapping out a website strategy to overcome and grow beyond their current challenges. This is one of my favorite phases of every project. I get to ask questions, feel out the goals for the project and bring a lot of clarity to the whole process for my clients. I can clearly break down why and where growth is lacking, what tools we need to implement, and what actionable steps will happen to move over to the next level.
Website objectives:
Migrate and create content + 300+ products from Big Commerce & Etsy to Squarespace
Create a rich user experience + Search Engine Optimization (SEO)
Implement a simple and effective e-commerce system
Setup Facebook/Instagram Business pages with Squarespace Shop Integration
Custom Google My Business listing
Increase online sales + repeat customers
Utilize customer testimonials and reviews
Phase 2: Website design:
New Mobile View
I took their logo and ran with the style elements for the website design using my client questionnaires. By creating a brand mood board and moving through the home page design, I got the green light to continue developing the rest of the website.
Phase 3: Squarespace Design + Launch:
For any small business owner or creative, Squarespace is by far the best platform I have worked on. It’s the gold standard. Period. Easy to learn, super flexible, connecting third-party apps is a breeze, complete code control, drag and drop design blocks, speedy backend operations… it’s fluid and easy - a web developer’s dream!
For CRUM ART, we migrated from Big Commerce & Etsy to Squarespace and it was an easy peasy process. Design and development was a lot of fun! Betsy and Carl find it super easy to customize and add products too.
The Results:
Since we wrapped up the project and launched on April 1, 2022, I revisited them to do a case study. Here are some juicy results!
Website Visits: 5,000 unique visitors
Pages/Session: Users are visiting more pages in every session, which can be attributed to the new website’s improved user experience. 11,000 pageviews from April 1 - Nov 1.
Site Searchability: With Squarespace, the site and shop searchability has increased with customers being able to now search directly for what they are looking for. Making the shopping experience easier and faster.
Growth in # of units sold: There is significant growth in the number of orders placed on the website from April 1 - November 1 2022. 106 total units sold with the highest revenue in the month of October.
It was truly a joy to work with The Crums. Seriously.
They are the coolest! Here’s what they had to say about the project:
“Our website expectations were exceeded. We highly recommend Holly and Made of Gray. Our website has over 300 listings, each with 2-4 variables and Holly was able to make sense of it all. She is THE BEST!
The website is much easier to navigate and update. Holly has an eye for detail and organization, which makes it easier for everyone. If you need a website, give Holly a holler.”
