Established over 30 years ago, ASH has grown to become one of the largest hardwood mills in Australia; and Australia’s largest hardwood manufacturer. After working with them for the last 6 years, we were excited at the opportunity to look at a complete overhaul of the way they approached their digital presence.

This involved a complete audit of their current website UX & UI as well as the opportunity to take them on as an SEO and SEM client.

We could clearly see from the data: conversions were low, bounce rates high and warm leads not at an optimum level. Although the site looked good, the path to purchase was unclear and general site navigation was confusing.

This all suggested that ASH required a new approach to their information architecture, as well as an overhaul of how a customer was being nurtured into their desired end goal. This was approached from both a UX and SEO strategy point-of-view.

Whilst a customer can see the beautiful result of utilising this product through great photography, it’s hard to convey how it looks and feels in the palm of your hand. Through our initial discussions, it was decided that offering free samples through the site would help bridge this gap. This was also a great way to initiate that first connection between customer and supplier, generating a warm lead for ASH to follow up on.

The final result was an “add to cart” style tool that made adding and ordering samples clear and easy at any point of a customer’s user journey.