A "Gardyn" Within Every Home is an eCommerce Success Story

The most ingenious indoor gardening tool Gardyn utilizes of to support their efforts to create an Gardyn at the door of every home. It's featured by Forbes, Good Housekeeping, Time, Real Simple, Goop as well as other publications. Gardyn chose it due to its capability as well as its customizability. And they've used tools like Trustpilot, Affirm, Klaviyo and Amazon Pay to improve their marketing online, as well as their conversion rates.

Meet Gardyn

The Gardyn's CEO FX Rouxel started Gardyn in the year 2019 with a simple and achievable goal: to create the world where all could access affordable and convenient food which was produced sustainably and without a negative effect on our natural ecosystem.

Thanks to Gardyn's Gardyn Indoor Gardening System you can plant vegetables, fruits plants, herbs, even the greens in less than 2 square feet of space. This is the same yield that would need more than 1000 square feet to grow in the outdoor area!

The mobile application lets users take full control over the device . They can adjust their lighting and water schedule, put it on vacation mode or even order additional Y cubes. Seedlings are the seeds of the plant.

The tale of Gardyn

Gardyn was founded in year of 2019 and the first version of their prototype was released in February. At the time, they launched their new site .

After his departure from France to U.S., Rouxel was discouraged that he couldn't discover fruits or vegetables which tasted as good like the organic and fresh produce and veggies from his home in Provence, France. It was the desire for flavors from his childhood was the reason he decided to design the Gardyn method. Instead of being focused on concepts at the start of the process -- assisting farmers all over the world, FX focused its efforts towards the consumer. Today, nearly anyone is able to cultivate their own food in a minimal effort and with little the space.

The product was designed as a partnership with McGill University in Canada, it is the sole product that is specifically developed for indoor usage to produce as much as 30 plants.

The company was established at the time that COVID-19 renewed interest around the globe in family-run eco-friendly foods and projects that are home-based, the company flourished. Based at Bethesda, Maryland, Gardyn employs a remote team with more than fifty employees.

The engine that brought Gardyn to success

We discussed the matter with Ava who is responsible for their marketing and their website. The first time she met Gardyn when she was a member of the marketing firm that they had hired. She was enthralled by the passion and purpose of Gardyn's management.

"I was in love with this business." She said "They had plans for a way to incorporate marketing within the business and I didn't want to leave. So I asked to remain with them and they gave me full-time employment."

Her enthusiasm is evident - she appears more like the founder instead of the Head of Website.

The Option

Ava played a key role in deciding the platform they would like to work with. Ava isn't an expert in development but she does have some experience using WordPress.

"The main reason why we picked Shopify is the fact that it is compatible perfectly with WordPress as well as giving us the most flexibility. It was not feasible to make another cookie-cutter Shopify store. Shopify would be more of the hassle to customise. It would definitely need a developer...and there's no one.

However, since I do know some of the basics about WordPress but not in relation to the platform, I was able to google my way through the process of making our new site."

Their initial site was created completely on their own, making use of Elementor as their platform, but without developers. It had everything required to get off the ground with a Product Detail Page (PDP), Membership functionality, as well as an easy shopping cart for customers and the ability to checkout for customers.

"There were of course some issues that grew" adds Ava. "Just making sure we were prepared to improve the capacity. We'd write something in the way we liked, but 2 months later then we'd need to go back since I hadn't thought further ahead."

The good news is that it gave Gardyn the ability to change swiftly as the company rose in the market, sometimes within a month or next.

As the Webmaster's Head, Ava keeps a close watch on the statistics. "I want to see whether, when they arrive at the homepage, would you take them to the PDP? Then, I would like to know what's the PDP in relation to the "add to shopping cart" cost, and then you can add it to my cart for pay at checkout. It is my desire that everything run smoothly and without a hitch throughout the whole process. Particularly, these indicators that matter to me include PDP to conversion Cart to conversion checkout, and conversion."

One method she's found to enhance these metrics is via customer feedback.

Reviewing reviews on Trustpilot

One of the greatest challenges her role as a marketer is to educate consumers on the benefits of Gardyn is, and the way it differs from other food-growing methods.

"It's telling people that we've got the Tesla however, If they've never driven, what do they think it is that the Tesla is? It's not easy to communicate the idea in a way to make them understand how it fits to their lives. This isn't just another job or an job that's due to disappear out of the picture. It's extremely simple, and it's always in stock."

One of the best ways to tackle this issue they discovered, is to use the power of user-generated content (UGC) that comes comprised of reviews. The Gardyn team knew of the benefits of reviews however, they needed a platform which would consolidate reviews in one place. Also, it had to be honest.

They began with a different system, but quickly moved over to Trustpilot and has significantly improved the effectiveness of their review.

"It gives a feeling of confidence when people access the Trustpilot website and verify that the reviews and reviewers are authentic. The customers also write thorough reviews that are rated five stars. There are no rewards for them, it's just them wanting to tell us what they think of Gardyn."

To get feedback from reviewers, Gardyn will send an email to every customer who are active, such as loyal customers. It also promotes the use of a Facebook page, in which members are working together and succeeding to to get the most benefit from the platform.

Trustpilot can be a fantastic method to increase their reviews.

"The Trustpilot experience on the side of Trustpilot makes it much simpler for us to manage, and view, as well as be able to download specific reviews as well as other like. It allows us to reach out to reviewers and try to obtain photos, or get more content for our blogs , to give it the personal touch and create an emotional connection.

It was particularly useful to create ads or review cards using Trustpilot. I've been able to download all of the SVG files very easily. Everything's already set up with top practices in mind. This really helps."

Reviewing reviews on the website as well as in marketing has proven to be crucial.

"I recorded user experience feedback that was recorded when users browsed the site and talked openly about their thoughts and experiences. I'd say that 8 out of 10 said"Oh review! This is good.' Also, we include testimonials on every email. In every footer, we include Trustpilot reviews -- every footer."

In real life in the real world, the results are clear.

If Gardyn includes reviews in its Facebook adverts, the click through rate doubles. In addition, when they added reviews to the site, engagement went up as well as the bounce rate was reduced..

Using additional tools and integrations for ensuring success

Ava previously stated that the choice to use to run their stores was, partially due to the flexible characteristics of their platform. What exactly how do you show that?

Extensions.

"I'm self-taught, so I've learned how to Google. I've learned how to research. It's impossible to determine how to extend your time after you've experienced it. Therefore, the 30 day return procedure is extremely beneficial.

It's a great thing, it's because WordPress is an open-source platform and on top of that you have a myriad of options to choose from. There's a lot to choose from, and the chances are that it's exactly what you're looking for. There's always an extension for any task I'd like.

She says she is convinced that Trustpilot as well as Affirm definitely have made the biggest impact in the development of their websites.

"It was really easy to integrate into . I don't know why we haven't used the software before. Klaviyo quickly identifies the nature of the funnel. The amount of contact that we can capture has been increased by two. Of the people we are able to capture via abandoned carts as Klaviyo allows us to integrate abandoned carts and display the cart's abandoned items in a pop-up. There are up to 50,000 of customers at present."

Implementing express pay

The MyGardyn website introduced express pay options in November 2021 . Customers quickly began taking advantage of these options. Most customers use the site. The majority of today's desktop transactions along with 60% mobile orders use direct payments. In the totality of transaction, 30 percent of them pay via credit card, while 20% pay with Affirm.

The main thing to note is they noticed a 50% increase in mobile conversions compared to desktop during the exact same period. This highlights the need for the express payment option that include Apple Pay, Google Pay and Amazon Pay.

"It's lovely," says Ava, "The Express Pay options have greatly improved our conversion rate and mobile sales. Our abandonment rate is actually very low as well."

"If you look at it from a different angle, everyone has Amazon. This is why I'm feeling like everybody's saying, "Oh, yes I've achieved it. I'm already signed into the application. This is only two seconds. It seems like the rate of abandonment is about 17. It's quite low."

In the direction of the future

Gardyn is a business that aims to provide everyone with an easy access to nutritious food. The concept of having Gardyn inside every household obviously however, is not the ultimate aim.

The company is currently engaged in an G3 Initiative, called Gardyn Grows for Good which works as a partner with nonprofits as well as schools to distribute food aid to the deserted as well as communities that are affected. The purpose of this initiative is to provide nutritious and inexpensive food options to those that have low incomes.

If she is asked for suggestions that she could give to others, she doesn't shy away.

"Don't be scared to implement important changes," says Ava. "A website never gets done. It's always expanding. The landscape changes constantly. Take your time, and follow the data. I would highly recommend Trustpilot as well as I do.

When you're marketing something, or engaging in hardcore advertising Do it with a purpose that will make the world better and makes you feel good when customers take it home."

Finally, Ava also shared her favorite things she cultivates within the garden of her Gardyn: "My favorite thing is called Red Mustard. It's actually a hot lettuce and is like horseradish. It's great on sandwiches! Additionally, I've grown cherries and strawberries that tasted amazing. I've never had anything comparable like the taste of those."

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