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 lives to the fullest again with their 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

Before

After

Global Design System

Fiddler’s Green CBD sells premium products, and they needed a premium website to match. To do this, we redesigned the website, utilizing a beautiful marigold yellow to elicit emotions of joy, happiness, and premium products. We complemented this with the brand color scarlet red for the call-to-action buttons to encourage users to take prompt action, helping conversions. The branding and colors work seamlessly with the website copy and imagery.

Research and Discovery

Fiddler’s Green had two distinct user segments, which consisted of those who wanted recreational cannabis for a good time with friends/family. On the other hand, the majority of its customers were older and needed cannabis for pain management with issues they were dealing with. The revamped website had to uniquely combine and cater to both of these audiences while still effectively communicating the core value proposition of Fiddler’s Green CBD. We discovered through multiple discovery sessions that Fiddler’s Green wanted to help people live the life they deserve, so we made that our motto throughout the site.

Homepage

The original Fiddler’s homepage was dated, had long blocks of text that users skipped by, and wasn’t mobile responsive. 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. As you scroll throughout the page, you’re introduced to several interactive and immersive sections that tell you a story.

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 three separate products for tinctures, which included 750 mg, 1500 mg, and 3000 mg. 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.

Product 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 three separate products for tinctures, which included 750 mg, 1500 mg, and 3000 mg. 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. 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 Page

The about page provides more information about Fiddler’s story and its mission to craft 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.

Mobile Design

Ensuring the mobile experience was as good as the desktop for the Fiddler’s Green website was essential. As an ecommerce DTC brand, platform, the expectation is high when it comes to user experience on any device. With an abundance of graphic elements, we had to make certain everything aligned properly and the flow was uninterrupted on screens of all sizes.

'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 focus 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 allow Fiddler’s Green to uniquely position itself in the marketplace like never before.

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Frequently Asked Questions

What was the goal of the Fiddler's Green redesign?

The old site wasn’t conveying Fiddler’s powerful customer stories or its premium positioning. The goal was a brand and design refresh plus a WooCommerce rebuild that created a premium, story-driven shopping experience for the veteran-owned CBD brand.

Did the redesign increase sales?

Yes. It delivered a 158% boost in store orders, a 56% increase in pages per session, and a 25% decrease in bounce rate.

What changed in the shopping experience?

Separate products for each CBD strength were consolidated into single products with selectable strength and flavour, supported by a product slider, animated benefit icons, and a dedicated What is CBD education page.

Which platform is the store built on?

WordPress with WooCommerce, designed to be fully responsive across desktop and mobile.