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Australian retailer Jo Mercer was an existing SEO client of ours when they approached GMG about their poor online sales performance. The client was unsatisfied with their online conversion rate, despite the 100%+ increase in organic traffic, year on year.
GMG’s SEO work had resulted in significantly more traffic, however, the conversion rate was still 70% below the industry standard.
GMG spent XX weeks analysing the structure and architecture of successful competitor sites to acknowledge strong elements that could be applied to the Jo Mercer site. We investigated the site’s existing multi-touch attribution model, thereby identifying mediums and sections of the platform where conversions became “bottlenecked”.
By understanding what products and steps of the checkout were under-performing, GMG was able to recognise a pattern in the negative aspects of user experience and recommend improvements accordingly. Essentially, GMG saw that new visitors seemed to produce the worst sales conversion, signalling a poor initial impression that deterred new business and all but eradicated return business.
GMG concluded that the existing multi-step checkout structure was and requested too much information from the consumer, thereby discouraging sales. We recommended a clean, simple one-step format that would expedite the sales process and improve usability.
The client employed our strategy and advice to simplify their product categorising system and develop something more fluid.
Although GMG was responsible for pinpointing these site issues and providing a solution, we recognised during the project that the success was largely due to the client’s willingness to share their company insight with us. A company as large as Jo Mercer has every right to treat their company figures sensitively, however, their transparency made the entire process more focused and proficient.
• Resulting conversion rate was double the industry standard: 3%
• Revenue increased by 130% in the first month
• In the first month, the conversion rate increase was already at the second month’s projection
• Average order value increased to nearly double that of the initial value, with a 59.4% increase
The resulting metrics were more than enough to suggest a successful strategy and implementation by both GMG and the client. However, the long term results were indicative of a long-term solution: by improving initial impression and user experience, GMG was able to garner new customers, as well as encourage return customers, thus exponentially improving conversion overall.