Alex Monroe Launch Beautiful & Powerful Magento 2 Website

Alex Monroe is an established but growing brand creating designer jewellery, ethically made and inspired by nature, and handmade in London for over 30 years. The brand has grown from a first collection to now a range of collections, including iconic pieces like the bumblebee necklace, favoured by those to whom style and beauty should be effortless but considered.

Nurturing growth

As well as pieces being spotted adorning main characters in hit BBC dramas The Split and Killing Eve, 2019 saw expansion to a new Covent Garden boutique (alongside the flagship London Bridge boutique) and with orders growing at a keen rate, the online store became the focus for nurturing this growth.

Having worked with Alex and the team for many years, we had already run a pilot conversion rate optimisation project, focusing particularly on mobile conversion. This saw increased revenue and informed the need to develop the website as a window to the brand; with upscaled functionality and usability.


A capable and beautiful website

The new website was designed mobile-first to cater to the core user group and was designed to be a beautiful space in which to explore beautiful pieces.

The new design encourages users to explore and become immersed in the brand, with content interwoven with product pages.

From a simplified navigation to intuitive filters and an express checkout option; the user journey has been carefully considered and beautifully designed. Bold, typographically-led menus, subtle animations, and hover states, alongside new iconography further enhance the style of the website.

White space is embraced fully in this new design to create a clean, modern aesthetic and, most importantly, a space for the pieces in each collection to be seen and admired as they would be in the boutiques.

An editorialised, visual language exhibited within the layout affords visitors to the site to have the same experience as taking time to indulge in browsing the glossy pages of a magazine to fall in love with these stunning collections.

The power of Magento 2

The capabilities of Magento 2 Commerce give the Alex Monroe team a powerful tool to manage their online and offline activities. Just a few of the key drivers for the decision to make the migration were:

  • returns, repairs and appointments all handled between website and stores
  • store finder integrating geolocation and Google maps
  • seamless integration with providers for search, marketing, stock control, payments, personalisation and more
  • ease of editorial control and ability to schedule content

Immediate revenue uplift

The initial period immediately following the launch of a new website is expected to be accompanied by a small drop in traffic. As this launch was at the beginning of the crucial Christmas shopping season it was imperative that we got everything right in the design, build and deployment of the new website to minimise this effect.

Remarkably, when looking at analytics data, it is impossible to tell when the new site launched, as there is no drop in traffic. Indeed, there is a continuous upward trend in both traffic and revenue, with a 20.7% increase in revenue over the previous 15 days after launch.

We are certain that the coming year is going to be the best yet for Alex Monroe and that the new website will play a large part in the cohesive cross-channel experience afforded to the brand’s loyal and new customers.

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