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The Art Shop Skipton

The Art Shop, Skipton: Future-proofing their online presence with a site upgrade and ongoing support

Restoring faith in the Magento platform and bringing the site up to scratch helped The Art Shop grow in the online space.

Based in beautiful North Yorkshire, The Art Shop Skipton is a leading supplier of art and craft materials offering a comprehensive range of products backed by the expert knowledge, advice and guidance that can only come from an artistic heritage dating back more than a century. Although the company’s physical shop in Skipton was established back in 1996, selling art supplies has been in the family for generations.

Around ten years ago, the company took its first steps into online retail, founding an eCommerce store to deliver quality art supplies to customers across the UK, later moving to the powerful and flexible Magento platform as popularity increased.

Despite success, the company was frustrated by a store that had a number of issues and made content updates challenging. Our task was to help The Art Shop Skipton take the next step on Magento, working with them over the long-term to upgrade their store and provide ongoing support to enable them to grow in the online space.



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Your long-term growth partner.

Aware has a track record of working with clients over the long-term, helping them maximise their eCommerce potential and achieve their goals.

Crafting an online store fit for the future

Stabilising and improving all features to future-proof their online presence.

Despite Magento being a highly robust and powerful solution, The Art Shop came to us with a store that had a number of issues that were holding back growth and making day-to-day management and updates challenging.

Although it looked good at first glance, UI and UX issues on the front-end were impacting on usability – something that is extremely important for customer satisfaction and conversions. For the team, the site was difficult to update and manage, including a page builder that was frustrating and time-consuming to use.

Working closely with the client was critical to understanding their long-term goals and future roadmap, allowing us to deliver the optimum solution to support business growth. With this at the forefront of the strategy, we set to work bringing their store up to scratch, adding new features to help their business thrive and delivering a future-proof solution ready to help them grow in the online space. Upgrades included a new fast and frictionless PayPal Commerce checkout by Dominate, as well as a Feefo reviews integration allowing for increased trust, engagement and conversions.

After the initial upgrade, we have continued to work with The Art Shop to provide proactive ongoing support to ensure the brand can continue to grow. We like to think of ourselves as an extension of your team, working with you to ensure complete site health and help you achieve your goals. 


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A renewed yet familiar customer experience

The User Experience (UX) and User Interface (UI) are cornerstones of high customer satisfaction, brand reputation, conversions and loyalty – things which are always central to our work.

After understanding the customer journey, we made a number of changes aimed at boosting usability and conversion rates, creating a site that’s a pleasure to use on every device and delivers a fast and intuitive shopping experience.

Our work included a visual refresh that retains the same familiar look and feel while improving usability and better highlighting the company’s outstanding knowledge heritage.

The new site makes it easy for budding and experienced artists to find the right materials for their needs. Key products, categories and promotions are now more prominent, along with better designed category and product pages.

When it’s time to complete a purchase, the PayPal Commerce Checkout by Dominate creates a frictionless experience.

As well as front-end improvements, a key priority for the upgrade was improving content management for internal staff.

Gone is the previous slow and frustrating page builder, replaced by a faster and intuitive builder that makes content management a breeze. It’s a better experience all around.

Aware + Magento Commerce (Magento)

A masterstroke for success.

A future-proof solution designed to help ensure The Art Shop’s brand can continue to grow.

Magento Support Code

A frictionless checkout experience

Faster checkout, better conversions.

A smooth checkout experience is key to boosting conversion rates and reducing cart abandonment.

Using the new single-page PayPal Commerce checkout powered by Dominate, customers can breeze through the checkout screen in minutes. No more complex steps – just a seamless and frictionless checkout experience with a range of payment options, including PayPal Credit for those looking to spread the cost.

Ready to start working with a leading UK based eCommerce growth agency?

Knowing your objectives and core business visions will allow us to create a plan with the right actions and solutions to offer you the best eCommerce platform.

See if your business can achieve these results?

We’d love to chat with you about how partnering with Aware could help you grow your eCommerce business! Fill in the form below and we’ll get back to you as soon as we can – usually within 1 business day.

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Start your journey to a better digital strategy. Our certified team are happy to talk and answer any questions you might have around eCommerce, whether it’s Development or Marketing. 


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