iCrossing

London

Sofa.com - Optimising Conversion Rates

Investigating barriers in the Sofa.com customer journey to increase conversion rates by 45% year on year.

From strategy and analytics to creative and reporting, iCrossing added value at every stage. They felt like a true extension of our team and were always an absolute pleasure to work with.
Brand Director , Sofa.com

Challenge

Deliver a better customer experience

We needed to dig deep into the customer journey to identify barriers in the path to purchase and highlight potential improvements to digital marketing activity. The aim? To deliver a better customer experience and increase sales.

What we did

Fostering a culture of experimentation - to succeed, learn and fail fast

We helped leading furniture retailer Sofa.com rapidly increase sales by embedding an agile growth team and taking an experimental approach to digital marketing tactics. First up, we held a discovery workshop and rapid data analysis. And within two weeks, we were running experiment sprints to test our hypothesis. Moreover, by making off and on-site content shoppable, we successfully moved customers through the funnel, increasing product views, sample orders and sales.

To aid future planning we developed a cross-platform attribution model to guide marketing investment and identified a clear roadmap for the site.

Rapid results, long-term gains

With a 45% year-on-year increase in conversion rate and 40% increase in monthly revenue, this project smashed initial targets. Content marketing optimisation and performance optimisation paid dividends, delivering an 85% increase in conversion rate from paid search.