Creating an Online Ordering Experience Without an ECommerce Site

If you have a product-based business, selling online is nearly a necessity to expand your business. And sometimes, moving the buying experience online isn’t as simple as plugging product information into an out-of-the-box ecommerce solution.

How we created an online store WITHOUT an ecommerce solution

Yoderbilt Greenhouses has been selling handmade greenhouses for over a decade. As their business has exploded over the years, expanding to serve 26 states and adding new product lines, the natural next step was to introduce online ordering. The million dollar question: how does someone order a greenhouse online when there are so many details to gather and options to select?

Our solution is built right into the WordPress website using Gravity Forms and a ton of conditional logic. Here are the problems we solved when creating this online experience:

Eligibility Requirements

To place an order, customers must be within the delivery range of 26 states. We created a custom question that looks up each state and allows users to confirm eligibility to order. We even added a way for guests to recommend adding their state to the delivery area, allowing us to gather research even without getting an order.

Walkthrough of Product Details

Previously, the sales team was walking through this process over the phone, allowing them to explain each item. When designing the greenhouse online, users get a video with each selection they are making. The videos talk through the size options, stain colors and finishing details. These share the technical details while infusing the brand personality and customer service Yoderbilt is known for.

Optional Add-Ons for Different Models

When someone orders an 8×8 greenhouse, they can’t add a double door. When someone adds a rear door, they can’t add a back shelf. The Yoderbilt sales team passed on their bank of knowledge to us, and we implemented conditional logic to direct customers in placing their order. On the form, different add-on options become available only for certain products, allowing users to see and select options available to them.

Payment Processing

At the time of order, a 10% down payment is required. Using Authorize.net, the form itself collects payment.

Integration with the Yoderbilt CRM

As soon as the order goes through, all details have been mapped over to the CRM Method. In there, sales representatives can see all of the selections and follow up with a phone call to finalize the order and schedule delivery.

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As soon as this online ordering option was launched, users quickly proved this was something they had been looking for. After just four months of the form being live, 22% of all sales were coming through the website.

And we’ve already built upon this form to offer all Yoderbilt products online – the Legacy Greenhouse, Traditional Greenhouse, The Coop DeVille and AnyPet™ Enclosure. If you’re in the market for a greenhouse or are curious, see the form in action.