70% increase in conversion rate

Achieving 70% YOY increase in conversion rate is no mean achievement and one I am very proud of - working with a past client, over 12 months this is exactly what I delivered following some early discussions about their aspirations - as you can see below from the 12 month anlaytics:

Online sales growth YOY

To drive this growth, a new approach was needed to in terms of trading the site and in general overhauling the commercial proposition.

Website functionality was a little clunky with a website which challenging in terms of functionality – with key functionality such as product reviews missing. In addition, the backend operational side of trading the website was trading at max capacity with challenges in terms of tracking stock, order tracking and customer support ability to manage orders.

In addition, the business had not invested in working with other partners to help drive this growth – a great opportunity to drive growth was identified quickly - ouline plan presented to board below and presented to the board:

As well as the plan to enhance the shopping experience and invest in new MarTech, we also looked at the product proposition and decided to open up ALL store stock to be available online. This is fairly common challenge for many online retailers – especially of larger bulkier items / household goods – how do you open up your full in store inventory without it affecting the P/L? We worked on the commercial proposition including delivery and additional customer charges plus how we positioned the proposition with customers.

Once we worked out the commercial proposition of the expanded product lines, I then worked with the client to map out fairly quickly a plan of attack to both increase traffic and drive up conversion rate. As you can see from the graph below, the impact of this overhaul of the website was very positive – with a 70% increase in conversion over 12 months - providing a good solid base with which to start discussions on team structure, content support, platform overhaul and ultimately a more integrated and seamless on / offline experience. Throughout the year we invested in new traffic channels, new converions triggers, overhauled the CRM segmentation, improved UX on the site and addressed customer dropoff

As part of the planning for the Online Improvement plan, I used a simple yet effective approach to budget build over the year – a simple waterfall approach to building out each element of the Ecommerce Development plan and looking at how each element could drive that growth – note the product expansion was also included here. This approach was particularly effective when selling the plan to the Board.

With added focus now on the next stage of their E-Commerce setup, I expected the next stage of their web development to focus on a new site, new functionality, focus on conversion improvement and bringing together some of the areas which were more peripheral in their recent E-Commerce setup.

Looking at Notcutts turnover now (8 years after this work was implememted, their sales have gone from £62mill to £79mill with continued investment in their ecommerce operation being a core part of that growth tne key.

If you would like similar help with your business then please get in touch.