John Smedley Success Story

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I Spy found English heritage brand John Smedley new and innovative ways to capitalise on areas within the website, which fundamentally drove further conversions & therefore revenue for their brand. 

Through a comprehensive site audit, I Spy were able to identify areas for improvement and usability issues.  These key insights highlighted changes which provided the most significant impact of the sites conversation rate.

Aim:  

• Drive conversation online to raise awareness of the brand.
• Improve online sales and prompt repeat purchase
• To improve customer (user) experience, whilst maintaining the luxury countryside aesthetic of the brand to ensure a repeat purchases. 

Strategy:
Based on the findings of the site audit, I Spy:

• Designed developed and implemented and A/B conversation test, focusing on testing the functioning of the website and how users add products to their shopping bag.
• Throughout the testing process alternate calls to action and customer information messages were tested, altering their checkout click paths and highlighting required usability improvements, which were then prioritised.

Results:

• As a result of the variation designed by I Spy, the strategy which was implemented delivered a 40% increase in actual ecommerce conversion rate.
• This equated annually to an approximate incremental £800k in revenue, based on a £4k spend.
• The ROI from this conversion experiment is 20,000% (to the nearest 100).