Jo Mercer

Background

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.

Showcase

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https://gmgweb.com.au/wp-content/uploads/2014/05/RightBanner_JoMercer.jpg

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Methodology

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.

Process

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.

Let's talk about your project...

Get in touch on 1300 05 85 20

or

SEND US A MESSAGE