Skirting Boards Direct already had a dominant online presence in their marketplace and were receiving an average of 1,000 unique visits per day to their previous commerce website. Since the new website designed and developed by Lightbox was launched in June 2015 Skirting Boards Direct’s sales online sales have increased by 126% breaking through the £1m mark in year one.
Skirting Boards Direct approached Lightbox with a brief to re-develop their e-commerce website. They wanted the new website to be sympathetic to their existing one as their customers ‘liked the usability and how it worked’ but better. They were already receiving an average of 1,000 visits per day of organic traffic and were generating substantial revenue.
Skirting Boards needed confidence that the project would not only be executed to the highest standards of design and code practices but also that their prominent position in the Search Engines would not be compromised.
What we did.
The entire approach had to be handled with care. The design of the website had to improve the usability for their customers but not alienate them by creating an entirely different experience. We had to evolve the e-commerce experience to make it even easier to order products. The area that we made the greatest impact was the mobile shopping experience by creating a fluid process.
Our research identified that there were certain elements of the old website that were working very well for the business. There were on page features that were getting used on a regular basis to navigate through the website, find products and make the purchase. It was our mission to factor all of this knowledge and historical data into the new design so that customers felt that the new website was familiar but better. We didn’t want to alienate loyal customers that had been using the old website for 12 years. We created a cleaner digital environment.
The results were immediate and outstanding:
- Online sales doubled within 6 months following the new website launch. The website was now converting more than double the number of website visitors into buying customers.Page views per visitor increased from an average of 8 to and an average of 18 pageviews per visitor session meaning that website visitors were spending longer browsing on skirtingboardsdirect.com.
- Page views per visitor increased from an average of 8 to and an average of 18 pageviews per visitor session meaning that website visitors were spending longer browsing on skirtingboardsdirect.com.
- Website Bounce Rate (visitors that immediately leave the website on arrival) decreased from 46% to 27% and has remained around that figure.
The team at Lightbox continue to work with Skirting Boards Direct to optimise their e-commerce conversion rate and evolve their customer experience on a monthly basis.
Not only have we revolutionised their e-commerce business and significantly increased digital sales, we have streamlined their internal processes significantly. We identified that Skirting Boards Direct were taking telephone orders on paper and manually processing them from person to person. We developed a bespoke system for them to take and process telephone orders quickly whilst also pushing the data into the e-commerce reporting suite. This significantly cut down man hours and meant that they could generate accurate sales reports directly from the website.