Lyle & Scott has boosted its revenue per online visitor by 48% following a push to improve the usability of its website.
The young fashion brand commissioned AWA digital in February 2013 to find a way to convert more customers browsing online and increase the average order value.
The project – which ran between February 2013 and May 2014 – led to a 48% increase in revenue per visitor to the website, and a return on investment of £19.55 of additional sales for every £1 invested into the project.
To create the sales boost AWA digital implemented a five-step conversion system. This involved setting up a funnel analysis tool to look at browsing and buying patterns on the website.
AWA analysed 6.8 million user sessions and through this secured up to 53 million data points, which enabled it to determine the steps that were causing potential shoppers confusion or trouble, and highlighted any browser issues.
The process also involved interviews with customers and Lyle & Scott store managers about the usability of the website and the brand’s image.
Through this research AWA identified the category and basket webpages as the key areas needing improvement.
Filters were redone on the categories page to make it easier for visitors to find relevant items, while the basket webpage was updated with clearer information on free shipping options.
Will Dymott, head of ecommerce at Lyle & Scott, said the brand was now “beginning to see the huge impact this has had on our business”.
Lyle & Scott’s website is available in more than 50 countries worldwide.