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Rich media ups spending, Savile Row finds

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Visitors to Savile Row’s e-commerce website are now more likely to make a purchase following the installation of new rich media features, the tailored clothing company has found.

Features including a changing carousel of images and product hotspots on its home page, made a significant difference to visitors’ chances of buying, according to Diane Canady, head of e-commerce, Savile Row. “Customers that engage with this content are twice as likely to convert and on average they spend 20% more than those that don’t,” she said.

The rich media features from 10CMS can reduce the number of clicks from initial image to sale, making it easier for customers to find featured products in the catalogue. The ability to buy “at the point of inspiration,” says 10CMS director and co-founder Fergal O’Mullane, is one reason for Savile Row’s increase in conversion rates.

“Every retailer creates fantastic media shots for their seasonal collections,” he says, “but what 10CMS does is allow them to use that media much more effectively. Typically the user, if they see and like a product then have to go and find it in the product catalogue and in a lot of cases customers are lost through that experience.”

And, he said, the innovations also made it easy for Savile Row to make its own day-to-day changes, promoting their latest collections or special offers.

Canady added: “With 10CMS we have the ability to transform the look and feel of the website in minutes, without any expensive third party technical intervention. As a result the rich promotional content is always refreshed, which has resulted in the landing page bounce rate and one-page sessions dropping by more than 30%.”

Mullane added that the work on the Savile Row website had given the company a better chance to measure results because it was carried out in isolation of any other upgrades.

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