Sowing the seeds for digital growth with Ornamental Trees

The website is designed for gardening enthusiasts, but their outdated platform didn’t support the smooth customer journey the brand was aiming for. Teams lacked the internal flexibility to update and customise content, while overloaded product pages made navigation a challenge.

Ornamental Trees came to IDHL with a clear objective: streamline the user journey, making it easier for visitors to navigate the site, access the relevant content and complete their purchases without friction.

Our web experts cultivated a collaborative approach to build a user-friendly, efficient website that mirrors Ornamental Trees’ dedication to quality products and aftercare. We began by reviewing Google Analytics and conducted a UX audit, pinpointing key areas for improvement to guide our strategy.

Upgrading to Shopify Plus

Ornamental Trees needed a flexible platform that would allow for dynamic content and give internal teams the flexibility to seamlessly manage products. Shopify Plus was the ideal solution –empowering the team with autonomy to update products and keep content agile.

Futureproofing SEO rankings

To ensure traffic was maintained throughout the migration, we conducted a comprehensive SEO migration. From page layout optimisation to on-page tweaks and post-launch monitoring, we protected and enhanced Ornamental Trees' SEO performance, safeguarding its position in the search rankings for the long term.

Streamlining content and navigation across the platform

A major focus was showcasing Ornamental Trees’ expertise through blogs and product detail pages (PDPs). With the integration of clear icons, intuitive visual cues, and detailed filters for product specifications, customers can now easily find what they need and discover new possibilities. 

Customised site features

A bespoke solution was required to transform clunky content into user-friendly, interactive experiences. By implementing accordion-style features and streamlined pull-out sidebars, we made product information including care advice and delivery options easy to digest. Custom image configurations further enhanced the overall layout and appeal of the site.

The final product? A website that nurtures the user journey, guiding visitors effortlessly from browsing to purchase. The combination of our strategic planning, collaboration and technical expertise has transformed Ornamental Trees’ digital experience:

• Successful replatform to Shopify Plus: In just 6 months, we migrated to Shopify Plus, strategically timing the launch to the client’s winter downtime. This minimised disruption to daily business operations and launch risks.
• A seamless UX: Streamlined PDPs and improved page features mean users can now move smoothly across every stage of the user journey, with all the essential product and care information at their fingertips.
• Stand-out SEO migration: Since the SEO migration, SEO visibility is up 18% and impressions are up 40% compared to the period following post launch re-indexation this year, versus the same period in 2024.

With a modern, scalable platform that ensures operational efficiency, Ornamental Trees can focus on what matters most: inspiring green thumbs to cultivate their horticultural visions, one tree at a time.

"IDHL were an excellent partner for the move to our new Shopify+ platform. I would particularly commend the upfront planning, discovery, project management, design and development processes for the build of the site, with their team working in very close collaboration with our internal marketing and IT teams. Scope creep was kept to a minimum, and the site was delivered on time and to budget. The SEO migration team also delivered an exceptional result with minimal loss of traffic following go-live. Thanks to everyone at IDHL for making this project such a success.“

Mark Pearson, CEO, Ornamental Trees