Matt Kendall

Clearing the path to facilitate change - the value of simplicity

Matt Kendall

There’s a phrase in the industry I like, which is: “do the right thing, then do the thing right.” At RetroFuzz, we begin every partnership with a client by defining what that ‘right thing’ is.

There’s a phrase in the industry I like, which is: “do the right thing, then do the thing right.”

At RetroFuzz, we begin every partnership with a client by defining what that ‘right thing’ is. Often, the ‘right thing’ to do is something simple; or a combination of simple things that, done really well, can have a transformative effect on a project and add real value to a business. We aren’t going to ignore an issue just because it’s not exciting, or it’s been glossed over before.

Quick fixes and easy wins

We know that digital can seem really daunting for some clients — but it doesn’t need to be. Our partnership with a client always begins by clarifying, and establishing, the most important work that needs to be done. It’s important we build from a solid foundation; so what are the simple things we can fix right away, that will facilitate real change later on?

Part of our role here is to be educators. We don’t expect our client to know everything that needs doing before talking to us. It’s our responsibility, as their partners, to identify the problems and educate them on how they can profit from the solutions.

We always start with our eCommerce Health Check tool; a comprehensive auditing process of over 200 checks that evaluates a website from three customer experience perspectives: optimising performance, increasing motivation and reducing friction. Our Health Check report helps reassure a client that no project is too complex; we can present website performance issues to them in a way that’s easy to digest.

And, we can prioritise.  What are the fixes that we can accomplish right away? What are some of the easy wins? Most importantly: what’s going to have the biggest impact from our efforts?

Sometimes, highlighting the things that have been previously missed can be a difficult conversation. The initial changes we want to make aren’t always interesting, or flashy, or award-winning. We want to talk about them because it matters to us and it’s going to make a difference to the end product.

Simplifying for Bear Grylls

Our brief to create and implement a global strategy for a household name such as Bear Grylls was, and still is, a massive task - but we never wanted it to feel daunting for the client. We decided our role would be to empower the Bear Grylls Ventures team, and help them understand that this tremendous, complicated journey was actually a series of small, simple steps.

Our original job was to design and build an ecommerce store to sit alongside Bear Grylls’ existing website. But after performing a Health Check, including a SEO audit on the website, we identified some issues that could be fixed right away. Even if we weren’t tasked to make changes to the Bear Grylls website, we couldn’t just overlook problems, no matter how small or simple. If it was going to make things better, it was the right thing to do.

Also, some of the changes to the existing website would have a succeedent effect on the ecommerce website we were about to build. We knew that SEO and organic traffic were going to be really valuable to us once we launched the store, but that it would take a while to build. We wanted to start creating a solid foundation, as well as beginning to implement changes and get some small jobs delivered straight away.

Here’s how it’s happened

Through the SEO audit and improvement programme, we’ve already managed to decrease the bounce rate of the Bear Grylls’ website by 23%, thanks to quicker loads and increase pages per session by 40%. Further changes made from this audit resulted in increased views on subpages by up to 200% as well as increasing Organic traffic by 16%.

In addition to SEO, we’ve also moved the website to a better server, increasing functionality and saving the client money, and, thanks to a new data capture strategy, increased email signups by 87%.

We could have approached this project with a complicated, 12-month strategy, covering everything from SEO, to the website and store, to marketing. But we knew that it would have only reinforced our client’s belief that digital is really complex, expensive and daunting.

Since we’ve changed the language around the project, our client can now see a 12-month roadmap as more than a prolonged to-do list; instead, it’s a planned series of changes (some simple, others not-so-simple) that add real, cumulative value to their business.

As part of our ongoing relationship with iconic denim brand Wrangler we introduced ‘Born Ready’, a new pan-European digital platform and brand product offering, through responsive eCommerce and contextual omnichannel messaging.

The Born Ready platform brings to life Wrangler’s personality and philosophy – a commitment to creating innovative denim products that prepare you for adventure.The new ‘Ready Range’ launches product innovations such as Rain Ready and Cold Ready jeans to give everyday adventurers the freedom to transition seamlessly from work and city life to the great outdoors in style.

With the brand aiming to be category leaders in performance denim our goal was to clearly present their commitment to denim innovation and display new product offerings through a best-in-class digital experience.

Given that this is the first brand campaign in several years, we realised digital gave us the chance to speak on a local level to consumers that hadn’t been spoken to for some time.

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