Sowing the Seeds for Digital Growth with Ornamental Trees

The challenge

The website targets gardening enthusiasts, but its outdated platform hindered the smooth customer journey the brand wanted. Teams lacked flexibility to update and customize content, while overloaded product pages complicated navigation.

Ornamental Trees approached IDHL with a clear goal: simplify the user journey, making it easier for visitors to navigate, find relevant content, and complete purchases seamlessly.

Our approach

Our web experts adopted a collaborative method to build a user-friendly, efficient website reflecting Ornamental Trees’ commitment to quality products and care. We started by analyzing Google Analytics and conducting a UX audit to identify key improvements guiding our strategy.

Upgrading to Shopify Plus

Ornamental Trees needed a flexible platform enabling dynamic content and empowering internal teams to manage products effortlessly. Shopify Plus was the perfect fit—providing autonomy to update products and keep content agile.

Futureproofing SEO rankings

To maintain traffic throughout migration, we performed a thorough SEO migration. From optimizing page layouts to on-page tweaks and post-launch monitoring, we protected and improved Ornamental Trees' SEO to secure long-term search ranking positions.

Streamlining content and navigation across the platform

We focused on showcasing Ornamental Trees’ expertise via blogs and product detail pages (PDPs). Incorporating clear icons, intuitive visual cues, and detailed filters for product specs, customers can easily locate what they want and explore new options. 

Customized site features

A tailored solution transformed bulky content into user-friendly, interactive experiences. Accordion-style features and streamlined sidebars made product details, care advice, and delivery info easy to access. Custom image setups further improved layout and appeal.

The results

The end result? A website that nurtures the user journey, guiding visitors smoothly from browsing to purchase. Our strategic planning, teamwork, and technical skills transformed Ornamental Trees’ digital presence:

Successful replatform to Shopify Plus: Within 6 months, we migrated to Shopify Plus, timing the launch during the client’s winter downtime to minimize operational disruptions and risks.

A seamless UX: Streamlined PDPs and enhanced page features ensure users move easily through all stages, with vital product and care info at hand.

Stand-out SEO migration: Since migration, SEO visibility rose 18%, and impressions increased 40% compared to the post-launch reindexing period this year versus the same period in 2024.

With a modern, scalable platform ensuring efficient operations, Ornamental Trees can focus on inspiring gardeners to cultivate their visions, one tree at a time.