Character Parties are an online party supplies store based out of South East Queensland, Australia. Since 2012, these guys have shipped more than 32,000 orders across Australia.
Their core business is selling licensed character themed items for kids parties – cups, plates, balloons, invitations, you name it. Because of this, clients are purchasing multiple items to get the whole theme happening for their child’s party.
Because of the nature of the business, their website was complex with many different products in many different product categories, which in turn made for a poor user experience. It also meant that it was hard to accurately track where potential customers were leaving the store. No business likes the idea of customers slipping through the cracks unnoticed, right?