+70% Conversion
Rate Over
12 Months
A fundamental overhaul of Notcutts' ecommerce proposition — from website functionality and trust signals through to in-store stock availability online — delivered a 70% year-on-year conversion rate improvement across 12 months.
About Notcutts
Notcutts is a well-established UK-based garden centre retailer, specialising 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 across the UK.
Achieving a 70% year-on-year increase in conversion rate over 12 months is no small feat. This result was delivered following early discussions around Notcutts' commercial ambitions and the role ecommerce needed to play in future growth — the impact of which is clearly visible in their analytics year on year.
A Fundamentally Limiting Ecommerce Setup
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 actively limiting performance across multiple dimensions:
Website functionality was clunky and restrictive. Key trust and conversion features — including product reviews — were missing entirely. Backend operations were already running at full capacity, with stock visibility, order tracking and customer support processes stretched and inefficient.
Limited investment in external partners and specialist support meant several clear growth opportunities had remained untapped. The business needed a structured plan, not incremental fixes.
A Board-Level Ecommerce Improvement Plan
Following a detailed review, a clear ecommerce improvement plan was developed and presented to the board — addressing the on-site experience, technology investment, and a significant commercial opportunity that had been overlooked.
Overhauled the website experience — improving product presentation, removing key friction points, and introducing trust signals and conversion triggers including product reviews and social proof.
Invested in specialist tools and external partners to close the gaps that internal resource alone couldn't address — improving analytics, CRM segmentation and site performance.
Identified a major commercial opportunity: making the full in-store range available online. Defined the commercial model, delivery pricing and customer charges — then positioned this as a core pillar of the ecommerce growth strategy.
Upgraded CRM segmentation and targeting for more relevant communications. Increased qualified traffic through investment in new acquisition channels alongside the UX and conversion improvements.
+70% Conversion Rate — Sustained Over 12 Months
A 70% year-on-year improvement in conversion rate — delivered through a combination of UX improvements, trust signal introduction, product content enhancement and friction removal across the full customer journey.
Investment in new acquisition channels increased the volume of high-intent visitors — ensuring the conversion improvements translated directly into incremental online revenue rather than simply converting a larger share of the same traffic.
Making the full in-store inventory available online — a common challenge for multi-site garden retailers selling larger or bulkier items — became a core commercial growth driver, unlocking a significant new revenue stream.
Upgraded CRM segmentation and targeting, improved product content and presentation, and restructured operations to support increased scale and service levels — building a foundation for sustainable long-term growth.
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