Due to many factors affecting native plantings, selling seeds online is not an option for Ernst. What they were looking for was an interface that could facilitate the process of finding the right seeds, selecting them for purchase and contacting the sales team. Their first attempt at achieving this was clunky and confusing. Frustration was growing instead of seedlings. The process needed to be fixed.
Pillar pages were created for each of the main seed applications, targeting different audiences and directing them to relevant seeds, planting guides and expert articles.
The experience on the site mimics a regular eCommerce site, with single product pages and in-depth faceted filtering and sorting incorporated on a Seed Finder Tool. Instead of adding products to a cart, customers add them to projects they can create and edit. Those projects are then sent to Ernst directly from the site, giving the sales team all the information they need about the customer and their order.
On the first week after launch alone, more than 300 projects were created and almost as many purchase requests were sent over to Ernst. Another number worth of note: zero customers called with complaints.