Achieving unprecedented growth in eCommerce revenue by unifying digital properties

Following on from our initial successes with responsive email for Ginetta, conversations turned to how we could improve the overall Ginetta experience online.

Through initial conversations with the client we identified that the brand’s existing web presence was sub-optimal, being made up of two properties – a .com website with a bespoke CMS that was built by the internal team, and a Shopify store hosted on a separate domain.

The client went to great lengths to explain to us the difficulties they were having with updating the main website through the bespoke CMS, and also outlined how training new members of the team to use the CMS was proving difficult.

The client also felt that having two separate websites was having a negative impact on their eCommerce revenues, as traffic from their main website didn’t seem to be finding a way through to the Shopify store.

From their customer’s perspective, we again found that the overall visual style of the brand was inconsistently implemented across the two properties, and that the overall information architecture was confusing for them.

What did RetroFuzz find?

We did two pieces of work in order to clearly understand the context within which we were working. Firstly, we conducted desk interviews with the internal Ginetta team to uncover further detail around how they used the CMS. This led us to identify several critical areas for improvement within the CMS, particularly around how to integrate multiple content editors, uploading race results and also building a system within which Ginetta drivers could complete their own profiles online.

Secondly, we sent a survey to Ginetta’s mailing list subscribers containing broad questions around why and how often they visit the site, alongside some key demographic data. Importantly they survey came with an incentive to ensure we generated enough data to be statistically significant.

This piece of work helped us confirm that the client was correct in their assertion about customers being confused by the overall information architecture and multi-platform nature of the existing website. We also verified this finding by analysing the Google Analytics behavioural data and found that only around 13% of traffic from the .com website was finding its way through to the Shopify store, representing a huge missed revenue opportunity for the brand.

What did RetroFuzz do?

Taking our findings into account, we agreed with Ginetta that we would work to unify the two different platforms by re-designing and re-building the website using the Craft Commerce CMS.

Craft Commerce is a versatile CMS platform that delivers a great user experience for administrative users, as well as providing a super customisable platform for designing beautiful and consistent branded eCommerce Experiences.

What was the outcome?

Following the launch of the new website, Ginetta are on track to achieve a 413% increase in transactions, a 346% improvement in conversion rate and 603% increase in revenues within 12 months of the new website launching.

We’ve also received glowing reports from Ginetta’s internal administrative team praising the ease-of-use of the Craft Commerce platform and noting, in particular, the amount of time they are saving on website updates.

Through initial conversations with the client we identified that the brand’s existing web presence was sub-optimal, being made up of two properties – a .com website with a bespoke CMS that was built by the internal team, and a Shopify store hosted on a separate domain.

The client went to great lengths to explain to us the difficulties they were having with updating the main website through the bespoke CMS, and also outlined how training new members of the team to use the CMS was proving difficult.

The client also felt that having two separate websites was having a negative impact on their eCommerce revenues, as traffic from their main website didn’t seem to be finding a way through to the Shopify store.

From their customer’s perspective, we again found that the overall visual style of the brand was inconsistently implemented across the two properties, and that the overall information architecture was confusing for them.

What did RetroFuzz find?

We did two pieces of work in order to clearly understand the context within which we were working. Firstly, we conducted desk interviews with the internal Ginetta team to uncover further detail around how they used the CMS. This led us to identify several critical areas for improvement within the CMS, particularly around how to integrate multiple content editors, uploading race results and also building a system within which Ginetta drivers could complete their own profiles online.

Secondly, we sent a survey to Ginetta’s mailing list subscribers containing broad questions around why and how often they visit the site, alongside some key demographic data. Importantly they survey came with an incentive to ensure we generated enough data to be statistically significant.

This piece of work helped us confirm that the client was correct in their assertion about customers being confused by the overall information architecture and multi-platform nature of the existing website. We also verified this finding by analysing the Google Analytics behavioural data and found that only around 13% of traffic from the .com website was finding its way through to the Shopify store, representing a huge missed revenue opportunity for the brand.

What did RetroFuzz do?

Taking our findings into account, we agreed with Ginetta that we would work to unify the two different platforms by re-designing and re-building the website using the Craft Commerce CMS.

Craft Commerce is a versatile CMS platform that delivers a great user experience for administrative users, as well as providing a super customisable platform for designing beautiful and consistent branded eCommerce Experiences.

What was the outcome?

Following the launch of the new website, Ginetta are on track to achieve a 413% increase in transactions, a 346% improvement in conversion rate and 603% increase in revenues within 12 months of the new website launching.

We’ve also received glowing reports from Ginetta’s internal administrative team praising the ease-of-use of the Craft Commerce platform and noting, in particular, the amount of time they are saving on website updates.

Ginetta Website DesignGinetta Website Design

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.

Further reading

Boosting Ginetta's open and click through rates

Ginetta were dissatisfied with their existing direct email setup. At the time, customer contact data was stored in two different locations – their Shopify and Campaign Monitor accounts – and emails for various purposes were being sent out from both platforms.

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