Health, Beauty & Medical

Expansion for Aromatherapy Associates after Move from Open Source to Magento 2

Luxury skin, bath and body manufacturer Aromatherapy Associates have been paving the way for modern aromatherapy for almost four decades. Starting out in the early 1970s as therapists, founders Geraldine Howard and Sue Beechey’s knowledge on the power of essential oils and their physical and emotional benefits, combined with a passion for blending, resulted in Aromatherapy Associates being launched in 1985.
Aromatherapy case study
+16.5% conversions up
+28.5% transactions up
+12.5% average order value

A Feature Rich Upgrade fit for Growth

Over the last 30 years, Aromatherapy Associates has grown across Europe with an extensive range of award-winning products. As the brand continued to go from strength to strength, it became increasingly clear their current Magento 2 Open Source site no longer met their requirements. More time was being spent fixing legacy issues rather than implementing new technologies and developing functionalities designed to optimise the customer experience.  It was time to update the entire site to reflect their new branding and the new site needed to provide the stability to streamline the customer journey from product page to checkout, ultimately improving online conversions. Another key requirement for their new website was that their UK, US and Asia stores be independent of each other, whilst maintaining similar product catalogues to minimise administrative tasks.

Aromatherapy Associates

It was essential that their new platform functionality supported their continuing international expansion. After reviewing various platform options, it was obvious that Magento 2 Commerce was the best fit for a number of reasons, namely down to the scalable, secure and customisable nature of the platform. The rich scheduling feature would be essential to staying on top of their ever-changing promotion planning and scheduling across three separate websites. Implementing Magento Business Intelligence would allow for more comprehensive reporting, in addition to key features only available on Commerce, specifically Page Builder in Magento 2.3, and ongoing support from the Magento team.

Best Response Media completed a new website build moving our site from Magento Open Source to Magento 2 Commerce and the end result is a beautiful website that reflects our brand. We are very much looking forward to working with them to enhance our digital channels.

Yasmin Willis-Browne
eCommerce Manager, Aromatherapy Associates

A Bespoke Experience Enabled by Effortless Content Management

Aromatherapy Associates chose to work with Magento Solution Partner Best Response Media, and started with a discovery session to outline Aromatherapy Associate’s goals for their new website. It was essential to start with a comprehensive website audit to pinpoint additional UX, design and technical challenges that might not have been obvious from a user perspective. Using their findings, Best Response Media detailed an outline for the project and broke it down into key phases with corresponding timelines and milestones. With the end goal of improving the customer journey, they designed a bespoke website that reflected Aromatherapy Associate’s new branding and better accommodated their customers according to online buyer behaviour data.

Aromatherapy Associates

Once the designs we signed off by Aromatherapy Associates, it was time to start building the new website and the first step was to focus on resolving historic SEO and backlink issues from previous migrations and rebuilds to ensure all legacy issues weren’t carried over to the new site. To maximise the customer journey, the entire site navigation and site map was restructured according to keyword research and popular product recommendations.

Magento’s vast ecosystem enabled the site to be more stable and drastically improved the overall customer experience. Using Page Builder, a feature on Magento Commerce version 2.3, dynamic pages were created to showcase Aromatherapy Associates’s product offering. Page Builder enabled richer shopping experiences, greater flexibility for marketing, and simplified the day-to-day upkeep of the CMS pages thanks to the user-friendly drag and drop functionality.

Aromatherapy Associates also chose from a wide selection of third-party extensions on Magento’s Marketplace, including Feefo to encourage trusted reviews from customers as well as implementing dotdigital to personalise their omnichannel marketing efforts.

A Faster Team with a Faster Checkout

The new Aromatherapy Associates website went live in June 2019, just 10 weeks after the initial start date. Magento 2 Commerce gave them the stable platform they desired, as well as decreasing page load time by almost 60% and streamlining the customer journey from landing on the website to checkout. The results speak for themselves with conversions up by 16.5%, transactions up by 28.5% and average order value up by 12.5%.

Aromatherapy Associates

As a result, Aromatherapy Associates have seen a 44% increase in revenues in less than six months. The Aromatherapy Associates team are spending less administrative time managing their pages thanks to Page Builder. They no longer need to wait for their development team to update content or create new landing pages. This allows their team to focus on providing their customers with the best experience possible and continue to expand internationally.