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Queensmith

114% uplift in revenue for award-winning jeweller

Queensmith is a luxury Hatton Garden jeweller. Their team of gemologists and master goldsmiths specialise in the crafting of bespoke wedding rings, engagement rings and fine jewellery.

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The Challenge:

Well-established in its market, Hatton Garden jeweller Queensmith achieves a high conversion rate from in-store appointments. The brand is in a strong position with its customers, backed by great reviews and a luxurious in-store experience.

The online experience, however, needed attention following a recent website migration which transformed the website from one that solely generated leads into one that also facilitates ecommerce transactions.

Our challenge was to evolve the user’s online experience, improve organic performance and increase the number of in-store appointment bookings made via the website.

The Strategy:

We set out to implement changes based on results from testing and experimentation, not guesswork. We started by conducting quantitative and qualitative research to build several hypotheses to test. Tests were prioritised using our bespoke prioritisation framework and scoring system.

Next, we ran a number of on-site experiments to prove or disprove our hypotheses, taking SEO considerations into account to ensure that any UX enhancements would not negatively impact organic visibility.

Example experiment #1

Following our research, we hypothesised that adding trust signals to the homepage would instil confidence among new users and consequently drive an increase in in-store bookings.

The result: A 57% increase in bookings on mobile.

We conducted a separate test to review the impact, if any, on organic keyword rankings and traffic, and saw a 12% increase in clicks two weeks post-launch vs the previous period.

Example experiment #2

Research told us that website users found it difficult to narrow down their ring selection. We hypothesised that leveraging social proof tactics would drive an increase in leads.

The result: A +22% overall increase in leads on mobile and an 8% increase in users visiting product pages where social proof signals were present. Following the deployment of this test, we saw an increase in average keyword ranking for one of Queensmith’s core keywords.

Example experiment #3

We identified that a key informational page was losing its page 1 ranking in Google and based on additional analysis, hypothesised that this could be due to user intent shifting from informational to commercial.

To test this, we developed commercial content sections to sit above the fold on the page and when tested, found no detrimental impact on conversions and observed a shift in interaction on the page towards the added content.

As a result, we recommended that the content be pushed live to improve the page ranking.

The Results:

Testing and experimentation were new for Queensmith, who was able to gather insights and learnings that have been built into a future testing roadmap. By improving the quality of traffic & online customer experience, we found between £1.3 and £2.3 million in additional revenue over the next 12 months.

Over a 7-8 month period of testing, experimentation and SEO activity, we achieved:

139%

Increase in organic visibility

132%

Increase in organic users

114%

Revenue uplift from organic traffic

#1

Page one ranking for several high-volume commercial keywords

44.4%

Win rate across a total of nine experiments (vs average industry win rate of 10%)

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