We designed and built a complete WooCommerce e-commerce store for Terranova Provisions — a custom-designed, conversion-optimized online shop with subscription system, multi-currency checkout, loyalty program, and abandoned cart recovery, increasing conversion rate from 1.1% to 4.2%, growing monthly revenue 218%, and reducing cart abandonment by 38%.
Terranova Provisions is an artisan food brand based in Napa Valley, California, sourcing and curating small-batch pantry goods — single-origin olive oils, aged balsamic vinegars, artisan pasta, hand-harvested sea salts, specialty honeys, and curated gift boxes. Their products are sourced from small family producers across Italy, Spain, Greece, and California. Price range: $14 (individual items) to $185 (luxury gift collections). Average order value: $72.
Terranova had been selling through a combination of farmers’ markets, wholesale to specialty grocery stores, and a basic Shopify store they’d outgrown. With 6,800+ email subscribers, a passionate customer base (4.8-star average, 2,100+ reviews), and growing demand from customers across the US, Canada, UK, and Australia — they needed a robust e-commerce platform that could support their growth from a $380K/year side business into a $1.5M+ D2C brand.
They chose WordPress/WooCommerce over Shopify for several reasons — full design control (their brand aesthetic required customization Shopify themes couldn’t deliver), content marketing integration (their blog/recipe content was a major traffic driver and needed deep CMS integration), cost efficiency at scale (no percentage-based transaction fees eating into margins on $185 gift boxes), and plugin ecosystem flexibility (subscriptions, loyalty, multi-currency, and advanced shipping logic all needed to work together without $300+/month in Shopify app fees).
But their existing Shopify store was a mess — a free theme with default styling, product pages with single photos and two-sentence descriptions, no subscription option despite customers constantly requesting it, no gift box builder, US-only shipping, a checkout flow that lost 74% of carts, and a mobile experience that made purchasing feel like a chore.
We designed and built a complete WooCommerce e-commerce store — from brand-aligned design and conversion-optimized product pages to subscription integration, multi-currency checkout, automated abandoned cart recovery, a customer loyalty program, and a shipping/tax system supporting 4 countries — giving Terranova a digital storefront as thoughtfully curated as their products.
The Challenge
Outgrown Platform with Critical Gaps:
Gap
Impact
No subscription capability
Customers asked monthly for a “pantry subscription box” — Terranova was losing recurring revenue and lifetime value. Competitors like Mouth.com and Zingerman’s had thriving subscription programs.
US-only shipping
22% of website traffic came from Canada, UK, and Australia — all hitting a dead end at checkout. Estimated $8,400/month in lost international revenue.
No gift box builder
Gift boxes (highest AOV at $120-$185) were pre-configured only — customers couldn’t customize. Competitor analysis showed customizable gift builders increased AOV by 35-40%.
Single product photo, minimal descriptions
Product pages had 1 photo (white background) and 2-3 sentences. For artisan food — where provenance, flavor profile, pairing suggestions, and producer stories drive purchases — this was selling $28 olive oil like it was a commodity.
74% cart abandonment
No abandoned cart emails, no exit-intent offers, no guest checkout option, no saved carts. Nearly 3 out of 4 shoppers who added items left without buying.
Conversion & Revenue Performance:
Metric
Current (Shopify)
Industry Benchmark (Artisan Food D2C)
Gap
Conversion Rate
1.1%
3.0%-4.5%
63-76% below
Cart Abandonment Rate
74%
55-62%
12-19 points above
Average Order Value
$58
$70-$90
17-36% below
Mobile Conversion Rate
0.4%
2.0%-3.5%
80-89% below
Returning Customer Rate
18%
35-45%
17-27 points below
Revenue from Email
$1,200/month
Should be 25-35% of D2C revenue
Massively underperforming
International Revenue
$0
~20% of addressable market
Completely untapped
Competitor E-Commerce Sophistication:
Competitor
Platform
Key Features
Terranova Gap
Mouth.com
Custom
Beautiful product storytelling, gift builder, subscriptions, curated collections, tasting notes
No storytelling, no gift builder, no subscriptions
Zingerman’s
Custom
Deep producer stories, detailed tasting notes, food pairing guides, subscription clubs, loyalty program
No producer stories, no pairings, no loyalty
Eataly (Online)
Shopify Plus
Immersive brand experience, recipe integration, collection-based shopping, robust international shipping
No recipes on product pages, no international shipping
TERRANOVA PROVISIONS — SITE ARCHITECTURE ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
HOME ├── SHOP │ ├── All Products (filterable) │ ├── Olive Oils & Vinegars │ ├── Pasta & Grains │ ├── Honey & Preserves │ ├── Salts & Seasonings │ ├── Gift Collections │ │ ├── Pre-Curated Gift Boxes │ │ └── Build Your Own Gift Box │ ├── Subscriptions │ │ ├── The Pantry Box (Monthly) │ │ ├── The Olive Oil Club (Quarterly) │ │ └── Gift a Subscription │ └── New Arrivals / Seasonal │ ├── PRODUCERS │ ├── All Producers (interactive map) │ └── [Individual Producer Profiles] │ ├── JOURNAL (Blog + Recipes) │ ├── Recipes │ ├── Producer Stories │ ├── Food & Pairing Guides │ └── Behind the Sourcing │ ├── OUR STORY │ ├── About Terranova │ ├── Sourcing Philosophy │ └── Sustainability │ ├── ACCOUNT │ ├── Dashboard │ ├── Orders & Subscriptions │ ├── Loyalty Points │ ├── Wishlist │ └── Saved Addresses │ ├── CART → CHECKOUT │ └── FOOTER ├── Shipping & Returns ├── FAQ ├── Contact ├── Newsletter Signup ├── Social Links └── Privacy / Terms ━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Conversion-Focused UX Principles:
Principle
Application
“Buy with Confidence”
Every product page answers: What is it? Where does it come from? How does it taste? What do I pair it with? What do other customers say? — trust built before purchase
First impression — gallery tells the full story. Multiple images reduce uncertainty.
Producer Story
Producer name (linked to producer profile), Location with flag, “Since 2026” badge, 2-sentence producer summary, “Meet the Producer →” link
Provenance sells artisan food. Knowing WHO made it builds emotional connection and justifies premium pricing.
Tasting Notes
Flavor profile (visual taste wheel or descriptive tags: “peppery, fruity, herbaceous”), Intensity scale (1-5), Suggested use (finishing, cooking, dipping)
Helps customers choose the right product — reduces decision anxiety and returns.
Pairing Suggestions
“Pairs beautifully with:” — 3-4 linked products from other categories. Recipe link: “Try it in our [recipe name]”
Cross-selling that feels helpful, not salesy. Drives AOV naturally.
Customer Reviews
Star rating, review count, “Verified Buyer” badge, photo reviews, review filtering (sort by rating, recency)
Social proof at the point of purchase — the #1 conversion driver for food products.
Complete Your Pantry
“Frequently Bought Together” — AI-suggested pairings based on purchase data. “Customers Also Bought” carousel.
AOV builder — “you’re getting olive oil, you probably need the balsamic and pasta too.”
Subscription Option
Toggle: “One-time purchase: $28” / “Subscribe & save 15%: $23.80 — delivered every 1/2/3 months”
Recurring revenue with built-in incentive. WooCommerce Subscriptions plugin.
Shipping & Returns
Estimated delivery date (based on location detection), free shipping threshold indicator (“Add $12 more for free shipping”), return policy summary
Removes friction — shipping uncertainty is the #2 reason for cart abandonment after price.
Gift Box Builder System:
Feature
Implementation
UX Flow
Pre-Curated Boxes
6 themed gift collections (The Italian Kitchen, Mediterranean Essentials, Olive Oil Lover, Sweet & Savory, The Entertainer, Bestsellers Box) — each a grouped product with fixed contents
Browse → Select box → Add message → Add to cart. Simple for customers who want curation.
Clean permalinks (/shop/olive-oils/sicilian-extra-virgin/), breadcrumb navigation, XML sitemap with product/category/blog separation
Content SEO
Blog/recipe content targeting long-tail keywords: “best olive oil for pasta,” “how to choose balsamic vinegar,” “artisan food gift ideas”
Technical SEO
Canonical URLs on product variants, noindex for cart/checkout/account pages, structured internal linking between related products/recipes/producers
Launch Testing Checklist:
Category
Tests
Purchase Flow
Complete purchase test (every payment method × every currency × every shipping zone), subscription purchase, gift box builder, coupon code application, guest checkout, account checkout
Email Flows
Order confirmation delivery, shipping notification trigger, abandoned cart sequence (test with real abandonment), welcome series trigger, subscription emails
Responsive
Full checkout flow on iPhone, Android, iPad, desktop — every breakpoint tested
Performance
Homepage < 2s, product page < 2.5s, category page < 2s, checkout < 2s — across all regions (tested via GTmetrix from multiple locations)
ShipStation configuration, TaxJar settings, adding new shipping zones, rate adjustments
Email Flow Documentation
All automated email sequences with triggers, timing, content, and edit instructions
Loyalty Program Guide
Points system management, tier adjustments, manual point awards, redemption settings
SEO Guidelines
Product SEO checklist, category page optimization, blog content SEO guide
Performance Monitoring
Speed benchmarks, tools to monitor, red flags, when to contact support
Emergency Procedures
Site down protocol, payment issues, shipping disruptions, security incidents
Key Features Delivered
Feature
Description
Custom WooCommerce Store Design
Brand-aligned visual system (Olive/Cream/Terracotta palette, DM Serif Display headlines, artisan photography style) with mobile-first responsive design
ACF-Enhanced Product Pages
Rich product pages with 8 content sections: hero gallery, producer story, tasting notes, pairing suggestions, reviews, cross-sells, subscription toggle, and shipping info
Gift Box Builder
Interactive step-by-step builder: choose size → select products → add message → choose wrapping → add to cart. Plus 6 pre-curated gift collections and corporate gifting system
Subscription System
2 subscription products (The Pantry Box, The Olive Oil Club) + gift subscriptions with full customer management (skip, pause, swap, cancel)
Multi-Currency Checkout
5 currencies (USD, CAD, GBP, AUD, EUR) with IP-based auto-detection and manual toggle via Stripe multi-currency
4-Country Shipping & Tax
ShipStation integration with zone-based rates, free shipping thresholds, and TaxJar automated tax compliance (US sales tax, Canadian GST, UK VAT, Australian GST)
Abandoned Cart Recovery
3-email escalating sequence (1hr, 24hr, 72hr) with incentive progression — recovering an estimated 12-18% of abandoned carts
Customer Loyalty Program
Points-based system with 3 tiers (Seedling, Grower, Harvest), 8 earning actions, and escalating benefits including free shipping and exclusive products
6 Automated Email Flows
Welcome, post-purchase, subscription onboarding, win-back, replenishment, and birthday — with branded transactional emails
$22,400 (22% of total — from welcome, post-purchase, abandoned cart, replenishment flows)
⬆ 1,767%
Customer Reviews Collected
12/month
86/month (loyalty points incentive)
⬆ 617%
Corporate Gift Inquiries
0
8-12/month (dedicated landing page)
—
Subscription Churn Rate
N/A
6.2%/month (industry avg: 8-12%)
Below average (good)
Cost Savings (Platform Fees)
~$380/month (Shopify + apps)
~$95/month (hosting + plugins)
⬇ 75%
📋 Case Study Summary
Challenge: Terranova Provisions — an artisan food brand with 6,800+ subscribers, 4.8-star reviews, and growing demand across 4 countries — was stuck on an outgrown Shopify store with 1.1% conversion rate, 74% cart abandonment, no subscription capability, no gift box builder, US-only shipping, single-photo product pages with minimal descriptions, and no loyalty program. Their $380K/year business was constrained by a platform that couldn’t support their growth ambitions.
Solution: We designed and built a complete WooCommerce e-commerce store — custom brand-aligned design with ACF-enhanced product pages (gallery, producer stories, tasting notes, pairings, reviews, cross-sells); an interactive gift box builder with pre-curated and custom options; a subscription system with full customer management; multi-currency checkout (USD/CAD/GBP/AUD/EUR) via Stripe; 4-country shipping via ShipStation with automated tax via TaxJar; 3-email abandoned cart recovery; a 3-tier loyalty program with 8 earning actions; 6 automated email flows via Klaviyo/AutomateWoo; conversion-optimized single-page checkout with express payment; producer profile system; sub-2-second performance globally; and e-commerce SEO foundation with product schema and recipe content strategy.
Result: Conversion rate grew from 1.1% to 4.2%. Cart abandonment dropped from 74% to 46%. AOV increased 48% ($58 → $86). Monthly revenue grew 218% ($31.6K → $100.4K). International sales reached $18.2K/month from zero. Subscription MRR hit $14.8K with 148 subscribers. Gift box revenue grew 290%. Abandoned cart recovery generated $7.8K/month. Returning customer rate doubled to 38%. Email revenue grew 1,767% to $22.4K/month. Loyalty program enrolled 1,840 members who spend 2.4x more than non-members. Platform costs dropped 75%. Terranova’s digital storefront finally matches the artisanal quality of their products.
Your Products Deserve a Store That Sells as Well as They Taste
We build WooCommerce e-commerce stores that combine stunning design with conversion science — subscriptions, gift builders, multi-currency checkout, loyalty programs, and the kind of product storytelling that turns browsers into buyers and buyers into subscribers.
