Texas Gold Shrimp has been selling succulent wild gulf shrimp for over 70 years. From humble beginnings in a single shop, they are now distributed throughout the contiguous USA.
In 2024, Texas Gold Shrimp and Fahrenheit Marketing partnered to modernize their eCommerce store and create a customer experience that reflected the premium nature of their product.
Fahrenheit collaborated closely with the Texas Gold Shrimp team to transform the site into a customer-friendly hub for purchasing shrimp products.
Fahrenheit’s first step was to evaluate the existing Magneto 2 system. Notorious for its complexity and high maintenance cost, Fahrenheit found several issues with Magneto 2 that, if fixed, would significantly transform customer experience and revenue potential.
A Clunky Add-To-Cart Process: The cart experience was frustrating, preventing conversion. For example, in one instance, an unclosable notification box would obstruct a customer’s buying journey.
Trust Issues: Without a clear refund directive, delivery information, or privacy policy, customers felt uncertain and deterred from completing their purchase.
An Inconsistent Style: users were faced with an inconsistent visual journey, which was often confusing. Bugs and responsiveness issues exacerbated this.
Wider Performance Issues: Customers were faced with long loading times, which frustrated them and caused them to abandon their purchase, reducing sales volume.
The Checkout Process: Magneto 2 has a one-page checkout that is complex and hard to navigate. This step was often the final straw for frustrated customers who abandoned their carts.
Goals
Streamline the cart experience and improve customer flow and experience
Implement comprehensive refund, delivery, and privacy policies to increase trust
Unify design and fix bugs
Enhance speed and responsiveness to improve conversions
Simplify the checkout process, minimizing friction and reducing abandoned carts.
Working closely with the Texas Gold Shrimp team to understand their priorities, we implemented a comprehensive plan that involved an intuitive redesign and a migration to a modern platform.
This would improve every aspect of the user experience while decreasing the effort, cost, and internal workload.
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