14 Jan Lingerie business growth case study
eCommerce grows lingerie business by 173%
Operating for 5 years manufacturing lingerie in the UK with a small but very dedicated team this company design, source, cut and create lingerie that is a premium high impact offer that has created a strong set of followers worldwide.
The objective was to scale the business online.
The first step was to get accurate reporting from Google Analytics
The first step was to get accurate reporting from Google Analytics which wasn’t setup correctly to attribute sales to the right source. For example, we corrected Paypal, which was showing as a referrer for over 40% of the business. Once we could see where the business was coming from we could start to address where to look first for the fastest improvement.
Within the analytics study, we could see that the product pages had a high bounce rate. We added heat maps and mouse tracking to establish the customer experience. We could see that prospects scanned the pages and had to click to see more every time. By extending the number of products to show all on one page gave a faster delivery. This simple fix alone increased the time on site by 120%.
The business must get parity with their most admired competitor
We always suggest that the business must get parity with their most admired competitor. We identified many areas for improvement merchandising the pages based on best-in-sector research. Once identified, we pursue them relentlessly.
Returning to the data revealed the sizing pop-up page was the most viewed on the whole site. Supplyant and the client worked together to make this clear with international sizing and making the ‘how to measure’ a simple and intuitive experience.
We recycled a carousel feature integrated into the theme used for ‘have you considered’ items
Mobile traffic was increasing year and now accounted for 68% of all traffic. Limited by budget, we couldn’t completely change the mobile site, so we recycled a carousel feature integrated into the theme used for ‘have you considered’ items. We pulled this to the homepage and made a super-simple one touch operation for browsing on mobile. The customers showed their love by spending more time on the site and increasing mobile purchases.
Paid ads via mobile can be bought cheaper than desktop, although not many know this. Optimising this aspect makes these campaigns affordable, whereas on desktop they are out of reach, as too expensive. Another win.
Now we wanted to address the global market
We partnered with a global payment and shipping 3PL to integrate their checkout. This managed currency exchange rate, pricing on site, shipping rates and complex delivery and tax requirement. International sales jumped 4 fold.
Order value is one of our growth fundamentals. We created high value lingerie sets for each collection rather than single items. We promoted accessories that complemented the sets. Making this customer experience fun and engaging makes all the difference.
We’ve only just started…
The site has just recorded it’s best quarter online sales in history and we’ve only just started.
For more information about growing an online business, call Supplyant