Responsive, customer-centric online store enables luxury brand Smythson to secure colossal revenue growth on mobile:
  • Revenue from mobile up 115%  
  • Mobile traffic increases 61%  
  • Mobile conversion up 38%

The challenge

Established in 1887, Smythson represents over 130 years of British luxury leather goods, from quintessentially British diaries, to handbags and luxury stationery.

Smythson initially appointed us to migrate its online store over to Inviqa’s 24/7 site support services. But the scope of our work soon expanded when the retailer realised it was missing crucial opportunities to convert the 16% of its online traffic coming from mobile devices, and therefore missing vital opportunities to drive revenue growth.  

At the heart of the problem was an unresponsive online shop that didn’t cater to mobile users and was hampered by slow and clunky user journeys that were failing to convert site visitors.

What we did

Following the mobile insights we uncovered, we conducted additional customer research which showed that the range and number of devices owned by the individual Smythson customer was on the rise.

Armed with this data, we overhauled the look and feel of the Smythson website to cater to a growing range of devices. Using a responsive and mobile-first approach to the redesign, we:

  • Developed a responsive template for the online store
  • Introduced rich imagery and product information management
  • Developed and built an interactive wizard for users to create and preview personalised stationery before purchasing
  • Re-engineered the checkout process, simplifying it from 9 to 3 steps

This was the first responsive site designed for a luxury brand using the Magento Commerce platform. is clean, intuitive and simple to navigate, providing a customer-centric experience. Enhanced functionality and graphics are introduced throughout, including personalisation previews.

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The results

The launch of the new responsive site led to a massive 122% increase in mobile transactions.

Other year-on-year milestones included:

  • Revenue from mobile up 115%  
  • Mobile traffic increases 61%  
  • Mobile conversion up 38%

What’s more, the refreshed design increased the site's conversion rates by a third and overall transaction volume grew by nearly 40%.