London based jewellery designer Alex Monroe, has been designing and making jewellery for over 25 years. Strongly inspired by nature and British eccentricity, Alex’s jewellery is elegant with a whimsical charm that makes it very much his own.
The company was suffering with an underperforming ecommerce presence that was unreliable and had low levels of conversion. As a brand, Alex Monroe needed an agency to be proactive and help to build the brand online by looking at all aspects of digital. This had to start with a new site to make sure that the experience for online customers matched the levels of customer service and product exploration found at his London boutique. The new site has to be on brand, stable, fast, optimised for mobile and provide a strong foundation for future digital development.
What we did
The first phase of development centred on gaining a deep understanding of the brand and fixing the immediate issue of the website. We started by immersing ourselves in the brand (our Creative Director even commissioned a bespoke piece) to understand how best to represent it online. This understanding was then applied to the design of a new Magento based site which was integrated into the company’s existing business processes to make running the site as easy as possible.
As the brand is centred around Alex’s unique creativity we also developed an integrated Journal that acts as the home for all the things that make the brand unique – from the launch of Alex’s book ‘Two Turtle Doves’ to details of the bespoke service.
The results have been impressive with a 22% annual growth in online sales due to a redesigned site that is more stable, secure and on brand. The site has seen a 7% increase in visitor traffic due to its higher visibility, is proving more engaging than the old site (16% drop in overall bounce rate) and is converting more visitors into buyers due to better merchandising, a simpler checkout and a faster site speed.
For the first time the Alex Monroe team are in full control of their site and can re-merchandise, upload new stock and journal entries, manage orders and monitor sales easily. The team can confidently drive traffic to the site through a variety of means in the knowledge that it is stable and secure and that the customer experience will be excellent. The site now supports mobile customers and has seen a significant rise in mobile traffic since launch.
Our ongoing engagement will build on this success with a focus on online marketing, brand awareness, social and traffic driving opportunities.