Pet Drugs Online Delivers Best in Show eCommerce Experience.

How we created the highest performing Magento eCommerce site in the World.

By Siobhán Gallagher

They welcome you home. They purr, they bark, they chirp. Some of them get you up for a brisk walk on a crisp Winter morning when all you want to do is stay under the duvet. They’re dependent on you when they’re sick and hungry.

All across the globe, pets are cherished companions and owners do what they can to Love Them Well. This is the insight that helped us make the online pet medicine retailer, Pet Drugs Online the best performing Magento eCommerce site in the world.

Image: Pet Drugs Online/PetAdvice

Although the business was performing well as an eCommerce platform, the real challenge was to stand out in the market and build trust with new consumers. We partnered with the client team to define their digital brand & user experience design in order to build trust, make the purchase of pet medicine easier with overall goal of increasing the online revenue.

For WONDR, delivering results for eCommerce clients is all that matters.

Just a year and a half later Pet Drugs Online have seen significant revenue uplift from investment in the UK, ahead of a European roll out plan.

“We went from 3rd biggest Pet Health Care brand in the UK to number 1 in 18 months. The work we did with WONDR rolled out across every channel. From eCommerce platform to SEO to PPC, from Social to Email. The brand message is clear.
We are the brand that allows you to love your pet better. As a result, our YoY growth was 47%. We expect a further 40% growth in FY 19.”
Neil Fitzpatrick, Managing Director — Pet Drugs Online

Defining business goals

It started with in depth discovery sessions to understand the business, its systems & people, listening to all staff members and compiling a coherent plan to set the project in motion.

“Just simply having functional digital transactions is not enough anymore, building brand trust and an emotional experience is critical as it has always been for brands, just the technology has changed.
Working with a progressive minded culture that Neil has built in PetDrugsOnline gave us the opportunity to demonstrate that setting your digital brand right is just as important as your getting UX journeys nailed.
We know how to help brands deliver great customer experiences that make significant uplift to brands online revenue.”
Dermot O’Shea, Digital Architect — WONDR

Setting the brand

As part of the process we helped define the brand positioning of ‘Love Them Well’ and created the brand system for all digital channels. This included brand mark refinement, typography, UI styling, photography guidance, patterns, eCommerce component styling, as well as a complete set of social and video templates. This set in place a simple set of guidelines for the in house creative team to implement.

“Building brand trust and an emotional experience is critical as it has always been for brands, just the technology has changed.”
Dermot O’Shea, Digital Architect — WONDR

Building a richer user experience

We researched this brand and user experience extensively to get a solid understanding of what the opportunities were there to deliver better customer experiences and increase revenue.

Homepage, Pet Drugs Online

Dermot explains, “The brand had a reasonably good conversion rate, however it was clear from research that the PDP and checkout pages needed particular attention. We had to make the process of uploading prescriptions easier and remind people that this is all for the love of their pet, so finish the journey.

We carried out extensive user research which included GA analysis, user video analysis, stakeholder interviews as well as one to one sessions with customers to establish what works best for the them.

We prototyped fast, tested with the call centre staff & real customers as we went to refine and adapt the user experience. This was invaluable as it allowed us to make modifications to help us refine the checkout in particular. The financial success today as a result of this, speak for themselves.

“Don’t be frightened. Don’t skimp on the user research as part of your budget. Listen to your customers, it will pay to do so!”
Dermot O’Shea, Digital Architect — WONDR

Putting design into motion

Oisin Hurst, WONDR Creative Director says, ‘After we set the brand we created a cloud based tool kit which allowed all of the integration team and 3rd party tools to access one central library to get all the brand assets and styles. This made iterating new features and rollout of front end much faster than traditional methods.’

Setting emotion on the website was important and we did this through video, imagery, typography, copywriting and colour palette to communicate the brand proposition.

Video for Love Them Well created by Aspect London

The prescriptions journey was designed to be effortless, leading with in site search to help customers find what they needed faster. To create a richer, topical and genuinely useful experience we created an advice centre for users to discover pet-care tips and related, relevant products.

Video content is critical for mobile and we build a system to allow the brand to launch the platform and refine core propositions, guided by three pillars, Trust, Convenience and Value.

“In an already crowded market, we are the only brand in the UK growing at that rate and that shows just how on the money the overall brand revision was.”
Neil Fitzpatrick, Managing Director — Pet Drugs Online

A partnership for success

Partnering with clients for product management can’t be underestimated. We helped the team to brief, document and liaise with the chosen integration partner.

Understanding the development process, we assisted the Product Owner in Pet Drugs Online, pushing as much functionality into the first release as possible and worked closely with the team using Confluence to set the project and manage its delivery.

Creating a lasting bond

*Spoiler alert — more cute animals.

7 second social ad for Pet Drugs Online

The brand invests heavily in PPC and SEO but to complete the journey we needed to build audience engagement and real connection. In a move away from generic posting we devised a campaign that would build trust and emotional connection. Brought to life through some simple social video advertising that struck a cord with pet owners.

We helped set the media strategy working with Facebook API partner to build lookalike audiences based on their email database to reach new customers and revenue opportunities for tangible ROI.

See the results (and more cute pets) here.