A “Gardyn” in Each Dwelling — an eCommerce Success Story


Revolutionary indoor backyard equipment Gardyn makes use of WooCommerce to energy their mission to place a Gardyn in each residence. Featured in Forbes, Good Housekeeping, Time, Actual Easy, Goop, and extra, Gardyn selected WooCommerce for its scalability and customizability. They usually’ve used instruments like Trustpilot, Affirm, Klaviyo, and Amazon Pay to enhance their eCommerce advertising and conversion charges. 

Utilizing Trustpilot Opinions with WooCommerce decreased Gardyn’s bounce charge, improved customer length, and finally drove greater income attribution. Learn on to study concerning the mission of Gardyn, why they use WooCommerce, and the way they’ve improved conversion by way of evaluations, electronic mail advertising and extra fee strategies for patrons.

Meet Gardyn

When founder and CEO FX Rouxel started Gardyn in 2019, it was with a easy but visionary purpose — to assist create a world the place everybody had entry to inexpensive, handy, all-natural meals, grown sustainably and with minimal affect on the atmosphere. 

With the Gardyn indoor gardening system, you may develop fruits, greens, herbs, and greens in simply two sq. toes of house, with the identical yield that might require greater than a thousand sq. toes in a conventional out of doors backyard! 

An app offers clients management over the system, to allow them to set their mild and water schedule, put it on trip mode, or order extra Y cubes, that are the plant’s seedlings. 

The historical past of Gardyn 

Gardyn launched in 2019 and shipped its first prototype in February 2020, on the identical time that they launched their new web site with WooCommerce.

After transferring to the U.S., Rouxel was discouraged that he couldn’t discover vegetables and fruit that tasted just like the recent, natural produce from his residence of Provence, France. It was this seek for the tastes of his childhood that impressed him to develop the Gardyn system. As an alternative of engaged on options initially of the method — serving to the broader agricultural trade — FX targeted on the tip client. Now, virtually anybody can develop their very own produce with minimal problem and house. 

The know-how was in-built partnership with McGill College in Canada, and is the one product of its form particularly designed for indoor use to develop as much as 30 crops. 

a Gardyn inside a kitchen, surrounded by a family

Launched at a time when COVID-19 renewed curiosity world wide for family-run, sustainable meals provides and home-based initiatives, the corporate flourished. Based mostly in Bethesda, Maryland, Gardyn now employs a distant workers of greater than 50 individuals.  

The engines behind Gardyn’s success

We sat down with Ava, who’s answerable for their advertising and web site. She first encountered Gardyn whereas working at a advertising company they employed. She grew to become absorbed by the mission and keenness of Gardyn’s management crew. 

“I simply fell in love with the corporate.” she mentioned, “They wished to deliver advertising in-house and I didn’t need to depart. So I requested to remain and so they employed me full time.”

Her ardour is palpable — coming throughout extra like a founder than a Head of Web site. 

Selecting WooCommerce

Ava was instrumental in deciding on WooCommerce as their platform of selection. She doesn’t name herself a developer, however does have some expertise with WordPress.

“The explanation we selected WooCommerce is that it labored properly with WordPress and it gave us probably the most flexibility. We didn’t need to have one other cookie-cutter Shopify retailer. Shopify could be extra of a ache to customise. I might undoubtedly want a developer…and we didn’t have one. 

However, as a result of I did have expertise with WordPress, although not a lot with WooCommerce, I  was capable of Google my method by way of creating our new web site.” 

The primary iteration of their website was constructed fully in-house, utilizing Elementor, and with no builders. It had every part they wanted to get off the bottom: a product element web page (PDP), membership performance, and an intuitive procuring cart and checkout expertise for patrons. 

“There have been, in fact, some rising pains,” says Ava. “Simply making an attempt to suppose forward for scalability. We’d code one thing a technique and two months later, we’d have to return as a result of I didn’t suppose additional forward.”

Fortunately, WooCommerce gave Gardyn the flexibleness to adapt rapidly as the corporate soared in reputation — even from one month to the following. 

homepage of the Gardyn website

Because the Head of Web site, Ava retains an in depth eye on metrics. “I need to see, in the event that they land on the homepage, do they go to the PDP? Then from there, I prefer to see the PDP to “add to cart” charge, after which, clearly, add to take a look at. I simply need every part to go easily by way of the funnel. Particularly these key metrics — PDP to conversion, cart to conversion, checkout to conversion.”

A significant method she’s discovered to enhance these metrics is thru buyer evaluations. 

That includes evaluations with Trustpilot 

One of many greatest challenges she has as a marketer is educating clients about precisely what Gardyn is and the way it compares to different in-home meals rising programs. 

“It’s telling folks that we now have the Tesla, but when they’ve by no means pushed, do they know what a Tesla is? In order that’s been laborious — explaining it in a method so that they perceive the way it matches into their lives. It’s not simply one other chore or a interest that’s going to go away. It’s simply really easy and it’s at all times there.” 

Among the finest methods to beat this drawback, they found, is by using consumer generated content material (UGC), within the type of buyer evaluations. The Gardyn crew noticed the potential in evaluations, however wanted a platform that might consolidate evaluations in a single place. And it wanted to be genuine.

review on the Gardyn site

Trustpilot is likely one of the instruments that we’ve built-in that’s actually made a huge impact on gross sales and conversions on the web site,” she says. “PR is more durable nowadays, which is why evaluations imply extra.”

They began with one other platform, however rapidly moved over to Trustpilot, which has considerably elevated the affect of evaluations. 

“It creates a way of belief when clients can go to the Trustpilot website and see that the evaluations and reviewers are actual. And clients write detailed evaluations with 5 stars. We’re not giving them any incentives, it’s simply them wanting to inform us how a lot they love Gardyn.” 

Relating to getting evaluations, Gardyn reaches out through electronic mail to particular person clients who’re actively engaged — like longtime members. In addition they attain out in a Fb group, the place persons are collaborating and succeeding to to get probably the most use out of the system. 

Trustpilot makes it simple to do extra with the evaluations they obtain.

“The backend expertise of Trustpilot is a lot simpler for us to handle, and see, and be capable of obtain particular evaluations and stuff like that. We’re capable of attain out to reviewers, attempt to get photographs, or get extra tales for our weblog so as to add that human really feel and emotional connection. 

We particularly discovered it helpful to create advertisements or assessment playing cards from inside Trustpilot. I can obtain the entire SVG information actually simply. Every little thing’s already arrange with greatest practices in thoughts, in order that’s actually useful.”

Together with evaluations on the location and in advertising has confirmed to be vital. 

“I did video consumer expertise suggestions the place individuals went by way of the location and talked out loud about their expertise and ideas. I might say eight out of ten mentioned one thing like, ‘Oh evaluations! That is good.’ We additionally use testimonials in each electronic mail. In each footer, we embody Trustpilot evaluations — each single footer.”

In real-life, the outcomes converse for themselves. 

When Gardyn consists of evaluations of their Fb advertisements, their click on by way of charge doubles. And once they added evaluations to the location, engagement went up and bounce charges went down.

Utilizing extra instruments and integrations for achievement

Ava already talked about that the selection to make use of WooCommerce for his or her retailer was, partially, as a result of versatile nature of the platform. However how, particularly, does that present itself? 


Ava has been capable of make the most of the big library of extensions to search out fast options for something she will be able to dream up. It shortens the size of time it takes to launch new concepts and reduces improvement bills. 

“I’m self-taught, so I’ve realized to Google. I’ve realized to study. You’re not going to know what extension works till you strive it out. So the 30-day return coverage is tremendous useful. 

The nice half is, that as a result of WordPress is open supply, and with WooCommerce on prime of that, there are such a lot of methods you may go. There are such a lot of issues on the market, that you just’ll discover what you need. There’s at all times an extension for no matter I need to do. 

For example, we now have a equipment that features 4 SKUs inside a guardian product. So we simply used Product Bundles. I by no means might have coded that. Affirm, for purchase now, pay later, has been nice for us, too.” 

product page on the Gardyn site

She says that Trustpilot and Affirm have undoubtedly made the best affect on their website’s success.

And Klaviyo, for his or her electronic mail advertising automation platform, has been a sport changer, tripling income from their deserted cart funnel. 

“It was tremendous simple to combine with WooCommerce. I don’t know why we didn’t use it earlier than. Klaviyo simply understands instantly what the funnel is. We truly doubled the variety of contacts we seize from deserted carts as a result of Klaviyo can sync deserted carts with a pop up. I believe we now have near 50,000 subscribers now.” 

Implementing categorical pay

The MyGardyn web site launched categorical pay choices in November 2021 and instantly noticed adoption by clients. Quite a lot of adoption. Now, 40% of desktop transactions and 60% of cellular orders use categorical funds. As a tally of all transactions, 30% pay with a bank card, and 20% pay by way of Affirm.

However the huge information is that they noticed a 50% improve in cellular conversions in comparison with desktop throughout the identical time interval, making clear the significance of categorical fee choices like Apple Pay, Google Pay, and Amazon Pay. 

“It’s good,“ says Ava, “The categorical pay choices have actually elevated our conversion charges and cellular gross sales. The abandonment charge is basically low, as effectively.”

Of the categorical fee choices, Amazon Pay is likely one of the hottest. 

“If you consider it, everybody has Amazon. So I simply really feel everybody’s like, ‘Oh yeah, I’ve it. I’m already signed into the app.’ It takes two seconds. I believe the abandonment charge is 17% for that. It’s actually low.” 

harvesting vegetables from a Gardyn

Trying in the direction of the longer term

Gardyn goals to deliver everybody entry to recent meals. A Gardyn in each residence, in fact, is the last word purpose. 

The corporate is presently engaged on a G3 Initiative, referred to as Gardyn Grows for Good, working with colleges and nonprofit organizations to deliver meals to meals deserts and affected communities. This undertaking finally helps present wholesome and inexpensive meals to low earnings areas.

When requested about recommendation she’d give others, she doesn’t hesitate.

“Don’t be afraid to make huge modifications,” says Ava. “An internet site is rarely achieved. It’s at all times rising. It’s at all times altering. Observe your intestine, and comply with the info, and I extremely suggest WooCommerce and Trustpilot.

While you’re promoting one thing or doing hardcore advertising, do it for one thing that makes the world higher, and makes you’re feeling good when individuals purchase it.”

Lastly, Ava additionally shared her favourite issues to develop in her Gardyn: “My favourite factor is named Pink Mustard. It’s actually a spicy lettuce and it tastes like horseradish. It’s actually good on sandwiches! I’ve additionally grown cherry tomatoes and strawberries that tasted so candy. I’ve by no means tasted something like that.”


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