Haigh’s Chocolates are a premium chocolatier based in Adelaide, Australia. With an ambition to accelerate growth over the next 10 years, the company has looked to expand its reach, increase market share and strengthen its position in the premium chocolate sector.
To fulfil this ambition, Haigh’s Chocolates has set out specific digital goals; to grow its email database, expand its online subscriber base, and enhance its digital audience. This is part of a wider aim to improve engagement with existing and potential customers and increase repeat customer rate by 5% year-on-year.
Haigh’s Chocolates enlisted our help to enhance their checkout experience and reduce checkout abandonment. The company had been using a custom checkout built in React. However, this restricted the checkout experience for users, as it offered limited payment options. Additionally, the React checkout was completely code-based rather than admin-based. This meant that if the team wanted to make any changes to the checkout, they had to make code requests with their previous agency. Ultimately, this impacted the number of online sales the company could achieve and was proving problematic for the team who did not have the optimal level of control over the checkout.
Having developed a thorough understanding of the challenges faced and the ambitions Haigh’s Chocolates had around their digital offering, we made the decision to replace the custom checkout with Adobe Commerce’s native checkout platform. Additionally, given the scalability and performance of this platform for users, Adobe Commerce was seen as a great fit for this project.
The previous custom checkout had altered many files on the website. This meant when implementing the new Adobe Commerce Cloud checkout, we needed to identify any elements of the website affected by switching off React. Our team diagnosed the areas affected, before carefully analysing and making the required changes to ensure the long-term success of the new checkout setup.
A further element of our work included switching the payment provider from Pin Payments to Square Payments. This helps deliver a more streamlined experience that complements the other enhancements made to the online checkout.
As part of their ongoing Adobe Commerce development retainer, future phases will involve making enhancements to the website’s UX/UI. This will include improving the search functionality to make it more user-friendly and improving the homepage layout.
As a result of our work, visitors to the Haigh’s Chocolates website now enjoy a significantly enhanced checkout experience across both desktop and mobile.
The new checkout is user friendly, with users able to see a clear breakdown of costs, including taxes and delivery. From a visual perspective, new checkout offers a more engaging visual experience. There are separate pages showing delivery information and to complete payments. This enhances the UX as users are given clearer information which is easier to digest and understand.
Customers can now take advantage of a variety of payment options, including credit cards, Apple and Google Pay and other localised methods. This flexibility has made transactions more convenient for customers.
As the checkout is now admin-based rather than code-based on Adobe Commerce Cloud, the Haigh’s team can make changes to the checkout as required without being reliant on an external provider.
We are excited to continue our work with Haigh’s Chocolates and fuel their online growth through innovative solutions to a create a stand-out user experience.
2023
Food & Beverage
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The Creative Mill
64 Mansfield Street
Leicester
United Kingdom
LE1 3DL
+44 116 326 1116
Commercial Quay
84 Commercial Street
Leith
Edinburgh
EH6 6LX
7th Floor
666 3rd Ave.
New York
United States
NY 10017
Level 17
31 Queen Street
Melbourne
VIC 3000
+61 03 8652 1590
The Corenthum Tower
B54 4th Floor
A-41 Sector 62
Noida
Uttar Pradesh
201301
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