Case study
How BOIPA Website Builder moved an ambitious SME from the hard shoulder onto the ecommerce digital highway
When Rural Vagabonds, a mobile café franchise in the Midlands, took an unexpected detour onto the online shopping circuit during Covid-19, the road ahead became a cul-de-sac due to the limitations and expense of their previous website builder provider. Their ecommerce website soon became underutilised, with the business paying a monthly fee but not selling any products online.
That all changed in 2024. Business owner Eric Maher discusses how BOIPA Website Builder helped take the brand’s online presence off the hard shoulder and onto the eCommerce super highway.
Try Website Builder for freeCapabilities lacking with first website provider
The business launched their first website in 2020, opting for a standard online package from a website provider. Maher recalls how some initial issues caused him concerns at that time.
“We had already bought a domain name and we found it difficult to switch it over to the website provider. It wasn’t clear how to do it and customer support was slow to respond to my queries. We also realised the standard package lacked a lot of features. Most notably was free shipping. We could only use one set price for shipping regardless of item, weight and destination. We also couldn’t offer free shipping automatically if customers bought over, say €30 worth of products.”
The business also had to endure rigid card transaction fees for purchases made on their platform.
“On top of the website charge, we also had to pay a flat percentage fee per transaction. There was no flexibility on this regardless of how much we were selling.”
The costs and obstacles started to add up and the business lost momentum and appetite for online transactions.
Set up simplicity with BOIPA
A lack of options and technical expertise dissuaded Maher from moving providers. But, when a representative from his local Bank of Ireland branch suggested trying BOIPA’s Website Builder, Maher was pleasantly surprised.
“With just some prompts, imagery and details about our business we had an alternative Rural Vagabonds’ website in a matter of minutes. They also had a switch domain button and information to help change our name across without any headaches. I could then adapt the webpages generated by Website Builder easily.”
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Built-in functionality to the forefront
Maher feels the online business has now levelled up. Website Builder matched what Rural Vagabonds had been paying their original website provider. However, the difference between what features are available is night and day.
Web chat now directs queries straight to his email and phone, they have been able to deliver email marketing campaigns for the first time, they can track where customers go on their website and a payment button allows customers make one-off transactions from the homepage.
“BOIPA Website Builder offers a lot more than our previous provider. It’s doing more than supporting us to sell online; the product supports other parts of our operation with its additional features. The web chat, for example, has increased the number of corporate functions we have serviced because we are able to now get back to prospective clients more quickly.”
The business also has a more flexible card transaction fee agreement with BOIPA rather than the set percentage charge they had with their previous website provider.
“BOIPA Website Builder offers a lot more than our previous provider. It’s doing more than supporting us to sell online; the product supports other parts of our operation with its additional features. The web chat, for example, has increased the number of corporate functions we have serviced because we are able to now get back to prospective clients more quickly.”
Digital shift delivers
When asked what the change has meant to his business Maher can quickly give some examples:
- Jump in organic traffic to their website.
- Increase in number of event enquiries through the website chat and booking enquiry feature (with an 73% conversion rate).
- Experienced a significant boost in online sales.
- Received faster payments from clients through the payment button.
- Better bottom line with more flexible pricing.
However, it’s the value the Website Builder adds to the Rural Vagabonds’ brand that Maher has found to be the best thing about making the switch.
“Whether it’s our shopfront or digital store, we want visitors leaving knowing that we are a professional brand offering quality products and services. BOIPA Website Builder allows us to deliver just that to a digital audience. It really complements our social media persona.”
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Roadside vagabonds to digital nomads
Where the limitations of Rural Vagabonds’ previous website provider delivered obstacles, BOIPA’s Website Builder has opened up new avenues of opportunity. It’s made the online element of his business enjoyable again, despite, he admits, he himself not being a dab hand with technology
“I’m not a tech-savvy guy. But, with BOIPA Website Builder, it’s easy to navigate the website, make changes and bring the brand to life to an audience beyond our coffee hatch.”
Rural Vagabonds operates online, from a set location in Portlaoise and on-the-go. They have been a BOIPA card terminal customer since 2020.
See Rural Vagabonds Website