THE CHALLENGE
Nirvana Spa is technically the UK’s largest and most luxuriously equipped Spa’s in a prestigious Berkshire location, but core propositions were unclear to an increasingly informed online audience. Online sales of health and beauty products were lagging compared to sales on-location at the spa. This was due in part, to an outdated and difficult to update website but poor user experience lacking best practice conversion methods further restricting potential sales.
THE SITUATION
A difficult to manage Magento ecommerce platform meant only 40% of Nirvana Spa’s products were available online.
Difficulties in updating the website also meant proven conversion methods had been missed. Analytics showed that despite strong visitor volumes, sales performed poorly – we concluded this was due to several proven conversion methods being missed. For example, Product pages missed Customer Ratings and Reviews – potentially missing out on up to 18% of sales according to econsultancy and several other industry reports. We also identified weak calls to actions – most pages lacked the use of buttons, directional cues and incentives messaging, missing out on conversions.
In our assessment, Checkout and Cart pages also showed issues, with traffic dropping out of the sales funnels at a key stages. Our investigations showed that standard payment options presented, made completing a purchase onsite was a challenge for visitors, rather than a streamlined process. Clearly buyers were met with multiple resistance points causing friction, leading to distractions in buyers shopping momentum.
The Content architecture of the site also made finding information difficult. Product categories and variants in the store were unclear which made browsing tricky, leading to frustrations and missed sales.
Despite claiming the title of being the UK’s largest Spa, Nirvana needed a tangible proposition which communicated real values and benefits to prospective visitors. The Spa featured several unique features including a giant floatation tank with imported water from the dead sea and 4/5 stars in customer service satisfaction surveys. With competition online fierce, we needed to build a competitive market position to attract more qualified traffic from search.
THE SOLUTION
Detailed analysis, followed by a fast and effective action plan
Replace a difficult to manage Magento ecommerce website with an easier to use CMS interface
We compared several ecommerce systems and identified WooCommerce as the most optimal platform for Nirvana. Our top level criteria for the choice covered ease of updating for internal staff, flexibility of checkout and cart pages as well as the ability to integrate with third party middleware we had created to run EPOS / Till systems.
Segment & re-architect website content to support digital marketing campaigns
The content of the website required better categorisation. Using WooCommerce’s product-linking tool, we associated products to certain website pages and linked relevant products to improve user journeys and better engage visitors. Using proven best practice conversion techniques, we built out specific landing pages. These were developed specifically to convert visitors into qualified leads and customers. A series of supporting Adwords and campaigns will drive traffic to these pages.
Discover the core proposition of Nirvana and build a set of messages to support and increase engagement
Customer interviews and surveys provided insights into Nirvana’s most positive attributes. Nirvana Spa has several unique features and benefits which needed to be dramatised better. The high-level proposition ‘UK’s largest Spa’ was updated to the ‘UK’s highest only 5-star day-spa’ where it is the market leader.
We also reviewed positive testimonials sent via hard copy and email to support any messages. Using social listening tools we also uncovered several 5-star reviews with comments in external Ratings engines which were referenced as 3rd party endorsements.
“increased conversion rates by over +400%”
The result was a website fully optimised to meet the mobile requirements of our visitors and their devices. As a direct result of Pauls’ support, we’ve immediately increased conversion rates by over 400% based on Y.O.Y. sales from our website. We also have a more unified team and website, something we weren’t able to achieve with previous teams.
Karen White, Head of Marketing
THE RESULT
Nirvana Spa experienced incredible results in online sales:
+400% increase in online sales
+100% Google mobile test
Next steps
In the three months since launching the our new ecommerce store, sales value of products increased by over 400%. Six months in and online sales had matched that of the entire previous 2 years.
OUR SUMMARY
Audit of Digital Gaps
By analysing Nirvana Spa’s entire digital footprint including social channels we revealed gaps and opportunities
High impact recommendations
Using our internally developed tool, we presented several high impact recommendations to the board and key stakeholders across the business divisons
Rapid execution
Using our team of award winning developers, we built a mobile compatible store on Woo Commerce. We connected the website and inventory to EPOS Till systems at the spa.
International House
1, St Katharine’s Way
E1W 1UN
London
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