Fertiliser, Buxus-specific formulation
Website design and conversion rate optimisation
TopBuxus operates in a specialised segment of the fertiliser market, focused exclusively on Buxus plant care across multiple continents. Demand generation was active and paid acquisition was already in place, but the legacy website did not reflect the authority of the product or convert efficiently.
The purpose of the rebuild was to increase conversion rate, improve revenue efficiency from paid and retargeting spend, and elevate the brand’s specialist positioning. The site was rebuilt as a commercial asset designed to perform across multiple countries, with supporting structure for localisation and regional conversion behaviour.
We start with commercial definition, not design preferences.
For TopBuxus, this meant combining market research, competitor analysis, and on-page behavioural analytics to identify what drives purchase decisions in this niche and what “good” conversion performance should look like. We then rebuilt the site architecture to support those drivers, reduce friction, and improve trust signals across the full purchase journey.
The goal was a scalable revenue engine that extracts more value from existing traffic before increasing spend.
The design process focused on creating a premium experience that reinforced credibility and category leadership.
The previous website presented as dated and did not support the product’s premium positioning. We rebuilt the visual system, hierarchy, and layout to improve clarity, reduce cognitive load, and guide users through a structured decision path.
This included improved navigation, clearer product presentation, stronger content hierarchy, and a mobile-first layout designed to convert traffic from paid and retargeting campaigns.
TopBuxus competes in a market where alternatives can be cheaper, but not as specific. The website needed to communicate why that specificity matters.
We strengthened specialist positioning through clearer differentiation, ingredient transparency, and structured comparison messaging. Authority was reinforced through educational content, proof elements, and a consistent tone aligned to a product-led brand rather than a general fertiliser retailer.
The result is a digital experience that supports premium value, increases trust, and aligns the brand with its true market position.
The product page was rebuilt as the primary conversion asset.
We developed a long-form, high-intent structure designed to answer key objections and reduce uncertainty, including benefits, how to apply, when to apply, application rates, ingredient breakdowns including sulphur and magnesium, what to expect, reviews, videos, how-to resources, and comparison positioning.
We also improved conversion mechanics beyond the page level, including free shipping threshold strategy and checkout refinements to reduce friction at the point of purchase.
This created a stronger full-funnel path and improved conversion efficiency across both paid and returning audiences.
01
Sales increased by approximately 120% following the new website launch.
02
Black Friday conversion rate increased year on year, measured across the November period.
03
Conversion performance doubled outside peak season, improving efficiency across slower months.
