Helping Fiddler's Green boost store orders by 158%

Fiddler’s Green is a Veteran owned farming venture in Illinois that provides pure and premium CBD products for reduced pain, better sleep, and less stress and anxiety.

Transforming Fiddler's digital presence

Fiddler’s Green CBD approached ThrillX with a website in need of a brand and design refresh. They had touching stories of customers who were able to start living their life to the fullest again with its CBD products. But their website wasn’t conveying this powerful message. ThrillX redesigned Fiddler’s website with a beautiful interface while creating a seamless shopping experience.

Tools

WordPress (WooCommerce)

Figma

Photoshop

Illustrator

Roles

UX/UI Design

Strategy & Research

Branding

Website Design

Website Development

Competitive Analysis

Copywriting

Deliverables

Responsive Web Design

End-to-end Development

The Results

158%

Boost in store orders

+56.2%

Pages per session

-25%

Decrease in bounce rate

Homepage

The original Fiddler’s homepage was dated, had long blocks of text that users skipped by, and wasn’t mobile responsive. We redesigned the homepage utilizing a beautiful marigold yellow to elicit emotions of joy, happiness, and premium products. We complemented this with the brand color of a scarlet red for the call to action buttons to encourage users to make a prompt action, helping conversions. The branding and colors work seamlessly with the website copy and imagery. We had a discovery session with the Fiddler’s team to flesh out their messaging and value proposition. We determined that the brand should be centered around helping customers live a better life, that is, the life that they deserve through CBD products. We also centered the experience around what benefits the customer is getting out of the product, whether it’s better sleep, less anxiety, etc.

Before

After

Product variants for enhanced selection experience

Prior to the redesign, Fiddler’s Green had a separate product for each strength variation of their CBD Tinctures. For example, they had 3 separate products for Tinctures which included a product for 750mg, 1500mg, and 3000mg. We discovered that users found this frustrating and not intuitive. We combined any products with different strength amounts into one single product which is shown on the left. Users can then select their desired strength and flavor through the radio buttons which is much more intuitive.

Product Slider for an improved user experience

During our strategy consultation with Fiddler’s Green, we discovered that their best selling product was their Tinctures which came in 3 different strengths. Similarly, we determined that one of Fiddler’s main value propositions is that they are able to offer triple the dose than competitors at a much lower price. We decided to combine these two aspects perfectly into a product slider on the homepage. The title reads “Triple the dose at a lower price” while users can physically switch through the various strengths and see the respective value prices in action.

Animated icons for increased engagement

Statistics and research show that animation and motion, when done correctly, can help significantly increase user engagement, comprehension, and ultimately lead to conversions. For these card designs on the left, we added animated icons to complement the copy which focused on benefits that users can receive such as better sleep, less aches and pains, etc. We noticed an increase in the scroll rate (how far people scroll down a page) and a decrease in the bounce rate from small changes like these.

Store Page

One of the most notable changes we made to the store page was adding product variants. Prior to the redesign, Fiddler’s Green had a separate product for each strength variation of their CBD Tinctures. For example, they had 3 separate products for Tinctures which included a product for 750mg, 1500mg, and 3000mg. Our research and competitive analysis showed that users found this frustrating and not intuitive. We combined any products with different strength amounts into one single product. Users can then select their desired strength and flavor through the radio buttons which is much more intuitive. In addition to this, we gave the store page a visual enhancement through a more clean design.

Before

After

Individual Product Page

The product page prior to the redesign was empty and just featured the main product and recommended products. We revamped this page by adding several sections highlighting the benefits of Fiddler’s CBD products, as well as social proof through testimonials to encourage users to trust the brand and ultimately make a purchase.

About Us Page

The about page describes more information about Fiddler’s story and its mission towards crafting premium, high-quality CBD products. We featured several sections talking about their entire process, going from hand-harvesting CBD straight from Illinois, managing the entire process from start to finish, and then conducting product tests for the utmost quality. We also showcased their premium ingredients through beautiful photography and some initiatives they are taking to give back to the Veteran community.

Before

After

'What is CBD' Page

Because there are so many misconceptions about CBD and it is such a difficult industry to navigate, we added a ‘What is CBD’ page to bring more education to consumers. We used beautiful iconography and highlighted the Fiddler’s product shots in their best light. This page was designed to not only raise awareness and education about CBD products but also strategically focused on the Fiddler’s brand to help turn visitors into customers.

Turning Fiddler's website into a finely tuned business engine

The average person would look at the new Fiddler’s Green website as just a visually aesthetic interface. But what they don’t see is the multiple hours put towards strategy, world-class UX, and an optimized shopping experience that allows Fiddler’s Green to uniquely position itself in the marketplace like never before.

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