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Making seed shopping approachable for first-time gardeners and experienced growers, then supporting discovery through search and seasonal campaigns.

UX/UI & CROContent StrategyData Driven UX & UISEO

Kings Seeds

Beetroot Colour Blend

Kings Seeds wanted a website that reflected its belief that gardening should be accessible to everyone. The customer experience needed to welcome different levels of knowledge, with ongoing marketing support to help people discover the range.

  • The project

    Kings Seeds is a New Zealand family business supplying seeds, accessories, subscriptions and gardening advice. Overdose New Zealand designed and built its Shopify website, which launched in July 2023.

    The relationship continued after launch with SEO, Meta and Google Ads support. An always-on marketing approach was combined with targeted seasonal campaigns, separating the initial storefront delivery from the ongoing work of reaching and retaining customers.

  • Scope

    • UX/UI & CRO
    • Content Strategy
    • Data Driven UX & UI
    • SEO
    • Keyword & Audience Research
    • Strategy
    • Development
    • AI & Personalisation (Technology)
    • Platform Implementation
    • Systems Architecture (Strategy)
    • CRO & Heuristic Evaluations
Kings Seeds project image

Connected systems

Integrations

As part of the website build project, Overdose. integrated Kings Seeds' Shopify platform with various key business systems and marketing tools. These integrations were crucial for synchronising data, from order management and inventory synchronisation to customer engagement and support, significantly enhancing efficiency and improving the overall user experience.To boost customer loyalty, we integrated our partner solution, Yotpo Loyalty, creating a robust rewards program. This integration allowed Kings Seeds to manage loyalty points and rewards efficiently, increasing customer engagement and retention.The integration of eShip (powered by Starshipit) streamlined the shipping process with automatic rate calculations, real-time tracking updates, and simplified label printing. This made order fulfilment more efficient and accurate.Enhancing email marketing capabilities, our valued partners, Klaviyo, integrated to facilitate targeted campaigns, automated workflows, and personalised communications. This helped drive higher engagement and conversions.Cin7 was integrated for inventory and order management, ensuring real-time synchronisation of inventory levels and order data. This minimised stock discrepancies and improved order accuracy and fulfilment efficiency.Finally, integrating Re-Amaze for live chat improved customer support by providing real-time assistance and handling inquiries promptly, enhancing overall customer satisfaction.

Platforms & integrations

The shared platform records behind this case study.

Integration

Platform

  • Shopify Plus

    Platform / integration

Challenges & solutions

Swipe to explore all four

1 / 4

  1. Challenge

    Crafting Flexible Data Feeds for Enhanced Shopping Campaigns

    Kings Seeds needed a solution to selectively exclude product variants from their campaigns, ensuring only relevant products were highlighted across their paid search initiatives.

    Solution

    We leveraged Data Feed Watch to develop tailored data feeds that distinguished B2B product variants from B2C products. This approach enhanced the user experience and allowed us to deliver personalised feeds, particularly for new product launches and special collections.

  2. Challenge

    Designing for Product Education

    The process of growing seeds requires significant product knowledge. Kings Seeds approached us with the need to make this information easily accessible to users, regardless of the season.

    Solution

    Our team utilised Shopify's metafields to create custom fields on the product detail pages (PDPs)showcasing essential seed information such as botanical names, sowing times, seasons, and growing conditions. These fields were seamlessly integrated across the site, including filters, on-site search, and collection pages.

  3. Challenge

    Streamlining Checkout for B2B and Returning Customers

    Kings Seeds sought a more efficient checkout process for returning users, aiming to minimise friction and prioritise speed.

    Solution

    We implemented a "quick checkout" feature that allows users to search for products by SKU (if known) and proceed directly to checkout. This straightforward solution caters to those who know exactly what they need, simplifying the purchasing process.

  4. Challenge

    Expanding Social Media Reach on a Budget

    Kings Seeds wanted to extend their paid social media presence within a limited budget, supporting a comprehensive funnel strategy.

    Solution

    We repurposed Kings Seeds' organic reels for paid awareness campaigns on Meta, which improved both paid and organic performance. This strategy generated 312,000 impressions over three months. Additionally, we implemented dynamic ads driven by a custom feed via Data Feed Watch, optimizing the user experience and driving 796 conversions between May and July.

Results

Increased Overall Revenue*
+37.43%
+37.43%;Increased Overall Sessions*
+16.48%
+16.48%;Increased Total Purchases*
+30.6%
Increased Paid Search Revenue**
+305%

Experience

UX & UI

Our collaboration with Kings Seeds on their website redesign had a primary objective; to streamline the user experience and ignite enthusiasm for their diverse product range. A significant challenge was ensuring users could effortlessly access essential product information immediately upon arrival. To address this, we prominently featured detailed product information, enabling users to quickly explore the specifics of each seed or product.Recognising the importance of equipping users with the knowledge to nurture their seeds, we integrated comprehensive growing requirements and care instructions directly onto the product pages. By providing practical guidance on cultivating their seeds, we aimed to instil confidence in users’ purchasing decisions and support their gardening endeavours.Additionally, we optimized product discovery by implementing strategies that encourage exploration and increase upsell opportunities. Thoughtfully placed product suggestions and tailored recommendations were designed to enhance the overall user experience and promote additional purchases. Our approach aimed to enrich the browsing journey and seamlessly showcase the breadth of offerings available from Kings Seeds engagingly.

Ovre dose wishlist
Kings Seeds project image
Kings Seeds project image
Kings Seeds
Over Dose Projects

Client love.

“Overdose have been invaluable in supporting both the upgrade of our website and change to Shopify and the ongoing management of our SEO and digital marketing campaigns. As a small business owner, I am often spread thinly across a number of areas of operation. It has been crucial for our business that we have a capable team managing the ongoing success of our website and interaction digitally with our customers to provide a great user experience and a return on our investment for the business. The team are always prompt in their communication, flexible to the clients wishes and very competent.”
Portrait of Charlotte Connoley

Charlotte Connoley,

General Manager

Kings Seeds logo

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