HOGARTH
About This Project
Hogarth is a contemporary Scottish fashion accessory retailer and designer energised by their long family history in the textile industry. With an already established international presence in the wholesale industry, they wished to further develop the business by expanding their retail operations, with a particular focus on eCommerce.
Challenge: Client concerns
Hogarth identified the need to drive additional traffic and increase sales online, but required support to understand and prioritise the various changes they could make to their existing website. The key challenges were in assessing the effectiveness of their eCommerce presence, current set-up and performance, while evaluating, and improving upon, the marketing strategy for the retail business as a whole.
Approach: How we worked
Our in-depth study and analysis of Hogarths existing platform – including consumer sampling, reviewing web analytics data, assessing user experience (UX), and developing an understanding of their back-end systems and operational processes – allowed us to gain significant insight into the key issues and help shape solutions.
Based on this, we constructed a proposal for a full front-end redesign that specifically focused on improving the UX.
We sourced a Magento Certified development agency and presented the client with various design options that would provide a responsive and mobile-optimised website, while also ensuring that their brand ethos remained evident. We also identified and vetted suitable hosting solutions that would improve speed and usability of the site, particularly as traffic increased.
Additionally, we set up and integrated Google Merchant Centre, Webmaster Tools and Analytics. Thereafter, we created and managed a range of Adwords campaigns, as well as Google shopping placements to help increase traffic, sales and brand visibility. We also improved and updated their existing integration to Amazon, to boost marketplace results.
Results: Benefits delivered
From concept to launch in 2 months, the redevelopment project provided Hogarth with a website that greatly enhanced overall user experience by making the site faster and easier for customers to use. The new design provided a better representation of their brand values and ethos, and by providing customers with a user friendly website across desktop, tablet and mobile, conversion rates improved dramatically.
This enabled us to build a business case for an ongoing investment in paid advertising, which has, in turn, resulted in the necessary uplift in traffic and sales Hogarth had hoped to achieve, including:
-300% increase in traffic
-120% increase in conversion rate
-Revenue up by more than 1500%