About Smythson of Bond Street
Manufacturers of luxury stationery, leather and fashion, Smythson is a premium brand with a 125-year heritage.
Initially appointed to migrate the existing site to our 24/7/365 support structure, our scope of work soon expanded, with the development of a responsive template for Smythson's online store.
Scrutiny of Smythson’s web analytics revealed that 16 percent of its online traffic was coming from mobile devices. Additional customer research indicated that the range and number of devices owned by the individual Smythson customer was increasing.
As a result of the data, we overhauled the look and feel of the website. Using a responsive approach to the redesign, we catered for the growing range of devices. In addition to our mobile-first approach we:
- Enhanced product tangibility with the introduction of large-scale images
- Developed and built an interactive wizard for users to create and preview personalised stationery before purchasing
- Re-engineered the check-out process, reducing it from 9 to 3 steps
This was the first responsive site designed for a luxury brand using the Magento Enterprise platform.
Web Designer Magazine summed up our redesign: 'Smythson.com is clean, intuitive and simple to navigate, providing a customer-centric experience. Enhanced functionality and graphics are introduced throughout, including personalisation previews and a check-out process in three simple steps'.
The launch of the new responsive site led to an increase in mobile transactions by 122 percent and revenue from mobile increased by 115 percent year-on-year. In addition, mobile traffic increased by 61 percent year-on-year and mobile conversion rates increased by a further 38 percent in the same period. Overall, the refreshed design increased the site's conversion rates by a third and overall transaction volume grew by nearly 40 percent.