The Brief
Multiple iterations of their website were already built by Spindogs and their digital marketing activities have been supported by our online marketing team for many years. Their historic site had gone through many facelifts and improvements to boost sales, however, the website used older technology and was not responsive to mobile and tablet.
This was not only problematic from an on-site experience but also restricted their marketing activities. Due to the site structure, we were unable to take advantage of new marketing technology such as Google Shopping, Facebook shops – even creating new landing pages was difficult.
The Solution
Throughout our years working with Thomas Lloyd on their online marketing, we were able to identify that they were potentially losing a large amount of revenue and traffic. The older technology used to build the website was restricting reach; mobile traffic had overtaken desktop traffic, yet the mobile site was not providing a compelling user experience and consequently sales were dropping.
A new, device-responsive website was created that provided a much more intuitive e-commerce experience with key features including individual product listings, filter search functionality and greatly improved flexible building blocks for creating new, visually engaging pages.
The site was designed to target a range of audiences while retaining personality. A separate ‘sale mode’ site was developed and refined so Thomas Lloyd can switch the site from sale prices and notifications to non-sale prices at the flick of a switch, rather than having to update the whole site manually.
We launched the new and improved website at the beginning of December 2017, prior to the busy sales period after Christmas, giving us time to install user interaction testing software and monitor how users were engaging with the new website. We were then able to identify some key opportunities to improve the product pages and basket process to ensure that when the sales hit, Thomas Lloyd were able to deliver increased revenue at a peak trading time. With improved online marketing activity, including AdWords, Google Shopping and some clever SEO, the early signs are very encouraging, with record online sales coming against a backdrop of falling offline sales.
