“Great UX Work from Nickerson Co, fast effective and really interesting to work with”
Stephanie Taylor - MD
The team at Kegel, run a successful multi-brand online retail business. They came to Nickerson Co because they wanted to develop their brand and further increase their website conversion rate and revenue. They also wanted to re-organise their website which had grown rapidly due to demand. The main objective was increased revenue and margin.
The objective was simple, but in a competitive niche market getting a significant jump in revenue was going to involve a lot of analysis behind the scenes.
To keep true to the objectives we set our-selves some firm measures which included mobile website conversation rate, average basket value, and shortening the path to purchase. We also set in place work that would lead to a better understanding of customer lifetime value (LTV).
We set to work understanding everything we could about the brand, its USPs and its target market. We did our in-house guerrilla user research (Don’t believe anybody that wants to spend months on this), an in-depth analysis of onsite activity, an exit survey and analysed this against the path to purchase to get a near perfect insight into what was and what was not driving conversions.
We discovered a lot of leverage to play with, especially with higher margin, higher availability categories (no point in selling a lot of what makes you no money by the time you’ve fulfilled it) - what we call the sweet spot for the particular business.
The website optimisation exercise that came from this focussed on navigation, taxominy and creating one of the best converting product pages in the industry. We backed up all our findings with data from A/B and multi-variant testing to make sure any changes were successful.
Because of our in-depth knowledge of SEO and paid search we were able to help make the changes to the site without compromising search visibility and also made a positive contribution to keyword selection
A significant increase in online revenue driven by a higher conversion rate
Increase in mobile and all device conversion rate
A bank of user intelligence and market research that could be re-used to guide future improvements
Established a simple and effective process for future brands within the wider group
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