back to thedrum.com
Rawnet Ltd has used the following skills/services in the project.
Introduction
Sharps Bedrooms was enjoying a period of huge growth and needed a website that could scale with them.
Despite the majority of their visitors viewing via mobile devices, the site wasn’t mobile-friendly, heavily impacting conversions. Their customer journeys needed tightening up to drive more design visits & capture more and better quality data about their customers to provide a truly personalised customer experience.
Key objectives
Increase conversion rate from users to prospects and the number and quality of design visits - delivering a better ROI on marketing spend
Improve data capture to better qualify leads and gain more customer insight
Refine Sharps’ pre and post design visit experience
Create a better experience for an ever-expanding mobile audience
Solution overview
Although the original brief was to overhaul Sharps' website, we knew that the site only formed one part of the overall customer experience. We reviewed all customer touchpoints, from product discovery, product awareness, decision fatigue, sales pressure defence to social reassurance.
We restructured the product categorisation around more consumer-facing terms, using room types instead of ranges that resonated with the customer through their decision-making process.
We built the site with a Concrete5 CMS, which is flexible, scalable and intuitive. It means the Sharps marketing team can be completely independent when making updates to the site, and we have a solid foundation that can be built upon in the future.
We made sure to present relevant CTA’s at the right time to engage customers in the right way. We prioritised the most relevant purchase journey CTAs over general contact, which improved the quality of leads being received and enabled users to find the right way to get in to contact in the right place.
Finally, we implemented keyword research and analytics to enable Sharps to pull out the right messaging at the right point in the customer journey. Key points of differentiation are articulated clearly, helping to drive conversions.
The results
Since the site went live, we have collaborated with Sharps and their other agencies to enhance brand presence through organic marketing strategies and drive CRO as a collective group. This, coupled with the much improved UX, has led to some really great results.
Increase in brochure requests
Increase in design visits
Increase in average time on page
