Welcome to the world of Will & Glory!
Will and Glory launched their site in April 2012 looking to offer “unique, high quality products that are gloriously British,” and they haven’t looked back. Now two years later they offer some 2,000 products from 38 different brands, all created by bold, young British designers. Specialising in contemporary, homeware and gifts which are both edgy and beautifully designed, they have created a niche market for themselves and offer their customers an attractive and user-friendly website.
The key to their success:
Pete Witts, Will & Glory’s Managing Director, testifies that the Actinic ecommerce solution contributed to their success on many levels:
"Actinic’s design templates are completely customisable which was very important for our designers as we wanted our site to reflect the contemporary, British style of our products. We were able to create a website that plunges our customers into the aesthetic of the designers we work with as soon as they land on our homepage.
Our catalogue is organised into categories that are intuitive and easy to navigate to provide our customers with easy access to our products, and featuring new arrivals on our homepage lets them know what’s new right away. With our advanced search feature customers can search by category or brand and easily find what they’re looking for. We’re also able to create new pages and update existing ones easily, for new products or special events (Valentine’s Day, Father’s Day etc.).
We felt that giving customers an experience on a par with what they would receive in-store was very important for customer satisfaction and conversion, especially when it comes to homeware. Being able to see what a piece of furniture, wallpaper or a poster looks like in a room or on a wall gives customers a much better idea of what our products will look like in their homes and reassures them, which is why we provide these in-context images. Cross-selling and recently viewed items also allow us to advise customers and give them a personalised shopping experience.
As a result, we received our first order less than a month after launching our site. Sales and visits quadrupled within the second month!
These personal touches and the particular vision of our site have helped build a community around our brand. We use social networks to help connect this community and draw traffic to our website. We post on Facebook, Twitter and Pinterest about our new products, sales, when our products have been featured in the press, special events etc. This gets people talking about our website, which leads to more shares, likes, and interest in our products. Our Facebook posts are linked directly to product pages as making things as easy as possible for customers is the name of the game!
To maximise our online presence we also use the blog feature, which allows us to keep in touch with our visitors and give them an idea of who we are: the people behind the website, who really care about original, British design and stepping outside of the mould. This helps set our website apart, stick in customers’ minds and build customer loyalty. It’s also an opportunity to place keywords and work on our site’s SEO.
The Actinic solution is designed to make optimising your website straightforward, intuitive and user-friendly. By carefully selecting keywords, following the free Actinic help guidelines and integrating these words throughout our site, we now appear in the top Google results for many relevant keywords!
You have access to a range of detailed statistics with Actinic, which is crucial for monitoring your sales, distribution channels and measuring how effective your marketing campaigns are. This allows us to calculate our profit margin for each of our products and determine which ones we should continue to offer and which ones are less successful.
In order to optimise our conversion funnel, we aim to offer our customers total transparency to help reassure them and convince them to confirm their purchases. We fine-tuned all of our product descriptions to give our customers as much information as possible, including the specific shipping and delivery conditions for each product. We also clearly explain in detail why the payment methods we offer (SagePay and PayPal) are completely secure. We are available by telephone from Monday to Friday from 9-5, and have several email addresses so our customers can contact the right person directly depending on their query (returning goods, press enquiries, suppliers, etc.). With Actinic’s MOTO feature we’re able to take customers’ orders on the phone. It is very convenient for them and us to be able to take their order directly once they’ve gotten all the information they need and this channel currently represents 1.92% of our orders.
We entrusted Actinic’s design team to create a custom cart functionality which has streamlined the checkout procedure, made the shopping cart fully dynamic and helped inspire confidence in our customers. Thanks to Actinic’s statistics we can measure the results of these efforts and have been able to witness the positive impact on our conversion rate: 70% of customers who begin the check-out process confirm their orders. We were pleasantly surprised to discover after activating the mobile version of our site that this growing sales channel represents an opportunity that cannot be ignored: it now makes up 11.92% of our orders!
Two years after launching our site, our sales and visitor numbers are growing significantly month on month.”
...That helped us succeed
- It’s easy to create detailed product pages and integrate features such as cross-selling, new arrivals and bestsellers to encourage your customers to buy more and customise your marketing depending on where their interests lie.
- Having access to detailed statistics on your orders, visits, conversion rate etc. is an invaluable tool as it allows you to determine what areas in your site are working, and where you might need to improve.
- Actinic understands the need to change and adapt to meet customers’ needs, and you can activate the mobile version of your website in just one click!
- Optimising your website for search engines is made easy with Actinic. Everything is set up to make strategically inserting your keywords simple and straightforward.
We chose Actinic to launch the site we’d always dreamed of creating and we haven’t looked back. We have access to all of the tools we need to make our site attractive, optimised for search engines and customised to reflect the British brands we believe in. We can update it ourselves at any time and we don’t have to change versions. Actinic has helped us achieve our goal of providing our customers with quality, unique products that we believe in.