project overview
The bumpto3.com site is designed to 'make parenting easier', it is aimed primarily at women aged between 26 and 35, who are pregnant or have newborn or young children. It features innovative products such as the award winning grobag® baby sleeping bag, first introduced to the UK market by gro-group™ five years ago, the Bumbo Baby Sitter®, the Belly Belt™, the Belly Bra™ and Theraline Nursing Pillows.
bumpto3.com was first launched in 2003, with order transactions authorised and processed through its operations centre. The relaunch of the site by E3 sees not only a refreshed design, but the addition of full, secure online transaction authorisation and fulfilment. The new site is based on Microsoft Commerce Server and RedDot content management system and provides a robust platform that allows global roll out in multiple languages and currencies across the gro-group network.
Before redeveloping the site, E3 undertook thorough user testing, examining how a group of mums and mums-to-be used the site and made their purchases. The result is that bumpto3.com has been fully optimised to meet the usability needs of the target market. The site has also been developed to meet accessibility requirements.
The site aims to achieve the company's online revenue targets by simplifying purchases for parents, increasing site traffic, increasing conversion rates and baskets sizes through a process of refining user experience and continuing online marketing. The new site also sees an upgrade to the reporting package to allow real time statistics reports to be generated to assess the impact of marketing activity.
