40% sales growth & twice the conversion rate
Williamson Tea had 150 years of heritage and distinctive products, but its online store wasn't converting that story into sales. We rebuilt the experience around the craft, provenance and convenience customers expected.
- Client
- Williamson Tea
- Sector
- Ecommerce
- Relationship
- Long-term partnership
- Services
- UX and UI design · Ecommerce · Web development · SEO
+40%
Sales
+50%
Traffic
2x
Conversion
25%
Wallet orders
01 / the problem
A remarkable brand held back by an ordinary checkout.
The old site underplayed the Kenyan heritage, sustainability work and product detail that make Williamson Tea distinctive.
A cumbersome checkout, limited payment options and a weak mobile experience created friction just as customers were ready to buy.
- 01 Bring the heritage story into the shopping journey
- 02 Reduce cart abandonment
- 03 Improve mobile conversion
- 04 Support international customers
02 / the solution
Heritage storytelling with modern ecommerce underneath.
We created a richer visual system around the farms, elephant caddies and speciality teas, then reorganised product discovery by the way customers actually choose.
Express checkout through Apple Pay, Google Pay and PayPal removed avoidable steps, while responsive templates made the full experience work properly on mobile.
what we delivered
The work behind the result
Custom WooCommerce design
Interface and identity work that gives the product its feel.
Express wallet payments
Money moving safely, from checkout through to settlement.
Immersive product templates
The screens where the day-to-day work actually happens.
Mobile shopping optimisation
Kept fast, secure and current long after launch.
Product filters and categories
Mapping the users, journeys and decisions before anything was designed.
Sustainability storytelling
The detail work that lifts the product above its spec.
03 / the result
A heritage store built for modern buying habits.
Sales increased by 40%, traffic rose by 50% and the conversion rate doubled. A quarter of orders now use Apple Pay or Google Pay, while PayPal orders increased by 29%.
“Pleasure to work with and very happy about the design element, general service and performance of Code23.”
