Sweaty Betty, the women’s activewear fashion retailer grew revenue from its online store by 27 per cent year-on-year after launching a new site redesign in November last year. It also delivered an increase in conversion rate of 8 per cent.
The site redesign in November focused on conversion, content and community with the introduction of detailed editorial pages and interactive imagery, including rollover touchpoints that expand to show product details. The Amplience platform allows the use of rich visuals across key elements of the site from homepage through category pages including editor’s product picks and outfit ideas such as ‘Tamara’s edit’, a themed editorial spread.
Nicola Huet, director of digital for Sweaty Betty explained: “The redesign of the website wasn’t purely for commercial reasons. We really wanted to focus on the content of the site and foster the brand experience, at the same time improving conversion and ironing out usability issues.”
“Sweaty Betty is all about empowering women to go out and exercise and inspirational imagery and content is part and parcel of that. As our digital flagship, SweatyBetty.com is where our customers go to learn about the brand as well as the latest fashions and developments in sports apparel. Amplience provided a way to link beautiful, detailed content with commerce and the results since re-design speak for themselves.”
In addition to the sales results, SweatyBetty.com saw its site bounce rate fall by 28 per cent for the year to date.
Huet commented: “We’ve been able to create a really stunning site that completely immerses customers as they explore. The idea is that they can wander through the site, be inspired by the imagery and then find their way out again via the checkout, with very few clicks. Customer feedback on the new site has been positive with the key look sections and rollover hot points being particularly popular.”
Creating and scheduling interactive and eCommerce-enabled content can be completed in-house without the need for front-end developers. Using the Amplience platform allows Sweaty Betty employees with a small amount of HTML knowledge to create and schedule campaign content in half the time it took them before Amplience.
“Brands with a strong identity and loyal fanbase are investing more and more in their online channels. This is in order to create digital flagships, immersive customer experiences that rival the physical flagship store,” commented James Brook, CEO at Amplience. “Ensuring that the creative content they display remains closely tied to commerce is key to allowing online to become a flagship in sales as well as brand experience.”
Sweaty Betty has expanded use of the Amplience platform to its eCatalogue and have further plans for interactive media for mobile. “A considerable share of our revenues come from mobile so it’s an increasingly important channel for us,” stated Huet.
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