Interim and Fractional Ecommerce Leadership for DTC and B2B ECommerce Brands

notcutts - 70% increase in conversion rate over 12 months - nOTCUTT

Notcutts is a well-established UK-based garden center retailer, specializing in a wide range of garden products, plants, home and lifestyle items, and outdoor furniture. Founded in 1897, the company has a long history of serving gardening enthusiasts and homeowners.

 

Achieving a 70% year-on-year increase in conversion rate is no small feat — and one I’m particularly proud of.
Working with a previous client over a 12‑month period, this result was delivered following early discussions around their commercial ambitions and the role ecommerce needed to play in future growth.
 
The impact of the work is clearly visible in their 12‑month analytics in slides below, with conversion-led growth driving a strong uplift in online sales year on year.
To unlock sustainable online sales growth, it became clear that a fundamental shift was needed in how the website was managed and how the overall ecommerce proposition was structured.
 
The existing setup was limiting performance: website functionality was clunky and restrictive, key trust and conversion features such as product reviews were missing, and backend operations were already running at full capacity.
 
In addition, stock visibility, order tracking, and customer support processes were stretched and inefficient. Limited investment in external partners and specialist support also meant several clear growth opportunities remained untapped.
Following a detailed review, a clear ecommerce improvement plan was developed and presented to the board.
 
Alongside enhancing the on-site shopping experience and investing in new MarTech, a major commercial opportunity was identified: making 100% of in-store stock available online.
 
This is a common challenge for retailers, particularly those selling larger or bulkier items. The key focus was unlocking store inventory online without negatively impacting margins or the P&L.
 
Work focused on defining the commercial model, delivery pricing and customer charges, and how the expanded proposition would be positioned and communicated. The expanded range then became a core pillar of the ecommerce growth strategy.
  • Impoved conversion rate of 70% YOY driving more orders
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  • Increase qualified traffic through investment in new acquisition channels
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  • Improve website UX to reduce drop-off and remove key conversion friction
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  • Introduce trust signals and conversion triggers to build customer confidence
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  • Upgrade CRM segmentation and targeting for more relevant communications
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  • Improve content, product presentation, and operations to support scale and service levels