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Case Study

Elevating Menu Extra's branding and control: a Shopify redesign

Shopify Store Development
Ecommerce Support
Email Marketing

Discover how we transformed Menu Extra's website to align with their brand identity and provide complete control over theme management, boosting their conversion rate.

Conversion Rate
Email Flows Created

About Menu Extra

Menu Extra is a gourmet meal kit company dedicated to sharing culinary expertise by crafting gourmet dishes for home enjoyment. Their mission is to provide customers with high-quality food that's not only delicious but also aesthetically pleasing, all within the comfort of their homes. In collaboration with Cook It, pioneers of meal kits in Quebec, they offer a wide range of gourmet options, taking the home meal to another level of sophistication and enjoyment.

The challenge

Menu Extra's existing website presented a significant obstacle due to its rigid backend infrastructure. This inflexibility made it challenging to perform routine updates, ultimately resulting in a suboptimal customer experience.

In addition to inflexibility, their website's branding and overall customer experience needed a significant overhaul. An audit of their previous website revealed a below-standard user experience, which didn't align with their commitment to delivering quality products. They desired a more elegant and refined theme that would enhance navigability and, in turn, improve the customer experience.

E-commerce Makeover: The Lake House Group’s Solution

Menu Extra updates their store frequently to reflect new menu items and events, so the primary goal was to give them a website they could fully control by themselves. All of this should have been made in an elegant and refined frame in line with their new brand and visual identity. The key aspects of this solution included:

  • Customized Design: A new theme was created with meticulous attention to detail, offering an elegant and refined look aligned with Menu Extra's brand identity.
  • User-Friendly Management: The new theme allowed Menu Extra's team to easily add and update products and information, providing them with autonomy and simplifying the management process.
  • Customer Journey Focus: The customer journey was at the forefront of the solution, guiding choices related to the menus, pairings, and extras, all aimed at improving the user experience.

The efforts to enhance the customer journey included:

  • New Collection Pages: The website was structured to ensure that all products had their place, including menus, single dishes, and a selection of wines.
  • Product Descriptions: Detailed descriptions were added for menu options to inform user decisions and improve the customer journey.
  • Categorized Products and Suggestions: Users were presented with categorized products and suggested selections to increase the average order value (AOV) and enhance the customer journey.
  • Mobile-first approach: Considering the dominance of mobile devices, all features were meticulously designed to be perfectly responsive, ensuring a seamless experience across all devices.

In addition to redesigning the website, we enhanced the customer journey by developing a comprehensive email marketing automation strategy. This strategy ensured that the Menu Extra brand was consistently present at every step of the customer's experience.

Menu Extra initially used Mailchimp for sporadic campaigns to announce new products and events. Recognizing the need for a more integrated solution, we seamlessly migrated their subscriber base to Klaviyo, the best-integrated email platform for Shopify.

In Klaviyo, we crafted essential email flows, including the welcome flow, abandoned checkout, and post-purchase emails. Our team managed the strategy, copywriting, and email design to ensure a perfect alignment with the new website's style, creating an impeccable image of what Menu Extra represents. Furthermore, we provided Menu Extra with fully customized Klaviyo templates, empowering them to create their own email campaigns while maintaining the brand's visual identity.

The Results

Our efforts produced a visually appealing and user-friendly e-commerce website, giving Menu Extra full control over updates. Alongside the website improvements, our email marketing strategy elevated brand engagement and customer reach. This combined effort led to enhanced customer experiences and improved brand presence.