Perth based brick and mortar business expands nationally

Client Description:

Andrew Crellin operates a Perth based brick and mortar business selling rare and antique coins. In the year 2007, when Andrew approached Software WORX, his previous online store was with Gate13 and ran on a proprietary CMS. Andrew’s offline credibility from his career at Perth Mint, followed by a decade with two leading numismatic dealers and being an author of two acclaimed books added to some sales online.

Some key issues that were impacting previous online sales were:

  • Images of products were not very conducive for direct online sales (tiny images, many variations not allowed)
  • Purchasing online wasn’t easy - required user jumping to an external cart site
  • Products were not found in normal search
  • Blog site was on Wordpress hosted elsewhere not connected with Sterling Currency website
  • Limited conversions to sales from direct online traffic
  • Limited integration of online product catalog with database application

Portfolio Link:


Develop a site that has an integrated corporate presence, shopping cart, blog that is search engine optimized and enable easy importing of new products from an external database application. The online store has to engage the visitor, and get people on the fence to interact with Andrew and his sales team for sales of products to take place.


Leveraging various existing Drupal modules, including Drupal ecommerce Sterling Currency site was developed over a staged six month period, with:

  • The entire checkout sequence is optimized and on one site
  • Picture quality for imagery such that even minute scratches on coins can be seen online
  • Integrated blog site that gets online visitors to browse through the current catalog
  • Search optimized product catalog and pages
  • Import of online product catalog from external application via csv


Over a 1 year period, since this site has been operation Andrew’s business received the following benefits:

  • Increased visitor engagement, by longer average time spent on site
  • Increased online enquiries, resulting in more offline sales
  • Increased search traffic from Google, Yahoo, MSN
  • Traffic from blog drives visitors to view products for sale
  • Past 1 year sales experienced in first few months of operation


“My online business has grown to a whole new level since working with Software WORX. Joe has an intimate understanding of the key drivers of success in ecommerce, and has been fundamental in supporting me with key strategic ecommerce decisions, and also in supporting the effective implementation of those decisions. I recommend Software WORX without hesitation, although not to my online competition!”  - Andrew Crellin