Fish Fanatics

Fish Fanatics is the UK's premier home delivery fishmongers. Our aim was to create an e-commerce solution which would increase revenue for their business by making the products, and indeed the entire site, as visually appealing as possible, while ensuring that the site was accessible, standards compliant and SEO-friendly. The website would also act as a catalyst to build Fish Fanatics as a recognised brand to be brought into traditional retail environments.

Within the first month of going live our client increased its turnover by 20% and estimates its annual turnover to increase by 55-60%. The average spend by each online customer has increased by 26% and 8% of purchases are from repeat customers. The revenue generated by online orders went from just £500 per month to £16,000 per month in under 6 months of the new website being launched. This is down to much improved conversion rates and increased levels of traffic.

The design of the site and the high quality photography used go hand-in-hand to show users the quality of the seafood on offer.  The trustworthy, professional image of the company gives people the confidence to place orders. Good imagery and a clean, fresh design are more important in the food and drink sector than perhaps any other, and the success of the Fish Fanatics website reflects Fluid Creativity’s passion for design and simple user journeys.

Whilst the design and visual impact of the site work very effectively, accessibility and “findabilty” through search engines is crucial to bringing in site visitors and business. We built a fully functional pure HTML site onto which Javascript and Flash was added to enhance the look and create a slick interface. This is an approach that Fluid Creativity use on all our website designs. A natural search campaign was run for the site, resulting in high rankings for relevant terms such as “frozen fish”, “fish delivery”, fishmongers” and so on, significantly increasing the site’s traffic. Social media marketing strategies including content development through blogging and submission to social news sites also helped raise awareness of the brand.

Fluid Creativity also planned ahead to help Fish Fanatics update and maintain their site with a minimum of effort. Some clever server-side scripting was used to generate correctly graded, scaled and proportioned photos with a Polaroid look. Since all of this processing is done server-side, the Fish Fanatics staff need only upload a standard JPEG photo, saving the time and effort that would otherwise be needed to keep a consistent look across the website.

In addition we built a secure content management system to allow Fish Fanatics to add, edit and remove categories, products and recipes as and when required. This reduces maintenance costs for the business as the day-to-day work on the website can be performed by their staff.