Eloise Lingerie

Ecommerce improvements at a niche retailer raises revenues

Background

Eloise Lingerie is a specialist retailer for women who have had mastectomy surgery. The site sells mastectomy bras, prostheses, swimwear and other accessories as well as giving useful advice for customers buying what is often a complex product.

The Problem

Eloise.co.uk had been running for a number of years with little sales growth despite growing recognition of the brand in this market. The proprietary system the site had been built on gave little opportunity to improve the site or develop new online marketing initiatives.

Shine's Solution

Shine Marketing redeveloped the website using the Magento Ecommerce platform, following an extensive revamp of the company’s brand identity. We also redesigned the company catalogue, reducing costs and increasing the range the catalogue was able to display.
The site went live a week ahead of the catalogue mainling in March 2010.
The site allowed us to target a wider range of targeted search terms to increase traffic from high converting search visitors, we gave the site instant coverage in Google Base, and for the first time gave the company a view of where their best customers were coming from by adding Google Analytics’ ecommerce tracking.
We added customer feedback tools which recorded clicks on different parts of the design, and recorded real life user videos to give feedback on the site design and content within days of the initial launch.

The Results

We successfully maintained the search traffic from a number of important terms, raised search traffic on brand and product names.
Conversion rates increased despite the new site removing many discounted items during the first weeks, and average order values increased by 16%
The new catalogue resulted in a sales uplift of almost 20% compared with the equivalent period in 2009.