Bamford boosts conversion rate by 24% with homepage redesign

Customer Experience (144), Ecommerce (185), Retail (182), UK (326), EMEA (367)

Lifestyle brand Bamford worked with digital agency Verb Brands to create a more user-friendly experience that boosted conversion and average order value.

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Summary

By redesigning Bamford’s homepage, identifying the pages with the highest bounce rates and adding key information at crucial points on the customer journey, digital agency Verb Brands encouraged more site visitors to convert, increasing the brand’s year-on-year annual revenue, online transactions and average order value.

Objectives & Aims

The objective was to improve lifestyle retailer Bamford’s conversion rate on its website and to increase mobile traffic. In order to achieve this, digital agency Verb Brands designed a strategy that encouraged users to stay on each page of the site for longer and to complete the customer journey.

The agency also added clear calls to action across different pages to help increase Bamford’s touchpoints with its users. It was important that Verb Brands achieved this without compromising Bamford’s luxury aesthetic, so that it would continue to attract the right target audience and reflect its premium brand identity.

Implementation, Execution & Tactics

First Verb Brands looked at the website’s analytics and determined that Bamford experiences a drop in mobile traffic, especially on devices that were not iPhones or iPads. After that, the agency looked at the key ‘problem’ pages, the ones that experienced very high bounce rates and were keeping the user from advancing on their customer journey.

Among the strategies the agency followed was adding a z-pattern design to the homepage, which allowed users to more quickly and easily browse the brand’s products. It also added a clear category list to the shopping page and added further copy and information aimed at encouraging the user to convert, such as delivery information or additional offers.

Results

Bamford saw its online revenue increase year on year by 106.19%. Its conversion rate also rose 35.48%, and online transactions increased by 66.22% year on year. The average order value also increased by 24.05%.

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