Working with Spectrum brands (owner of Russel Hobbs, Remington & George Foreman), we were asked to work on the Key Account (Argos) and support the retailer in their digital transformation. At this point they were striving to improve their online conversion rate and develop best-practice to roll out across products.

At the time of the project there was very little in terms of thought leadership around how to best present products online to generate greater sales and Spectrum brands were turning over £15m in revenue from Argos sales alone in the UK.

We developed a unique process that involved auditing each part of the buyer journey and ensuring that each touchpoint were best-optimised to provide a frictionless path to purchase.

We benchmarked our tweaks against other tried and tested methods being used in SEO and used other successful retailers as a guide on what works best and what areas we could improve.

Results: We trialed 9 products across three categories, Irons, Kettles and Hair Dryers. We saw conversion increase on average by 158%, time spent on page lowered by an average of 30% (finding information quicker before a purchase decision is made) and returned products reduced by an average of 17% (products were received as expected).

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