Slowing traffic and dwindling conversion rates at GuyCollection.co.uk prompted Donna Baker, founder of childrenswear etailer Guy Collection, to investigate the root cause. After holding focus groups and gauging customer opinions through surveys, Baker discovered the URL was at fault. “As a new company, we rely so much on people visiting us who don’t know who we are before they click,” she explains, adding that when asked about the URL “all of those surveyed assumed we sold men’s clothes or gifts. Twenty per cent of respondents thought that there may be a connection to porn, which had never crossed our mind!”
Based on her findings, Baker took the decision to change the company’s trading name to MyBoysWear in July to better reflect what visitors could expect from the site. In the first week of the new name being in effect, the company enjoyed its best ever sales week. “It’s still very early days,” says Baker, “but we are hopeful that changing to MyBoysWear.com will have a positive impact for the company.”
There have been other changes too. James Akin-Smith, founder of BeCheeky.com, joined the company as business partner to help develop MyBoysWear’s marketing strategy.
As well as a new name, MyBoysWear has a new website, but it has stopped mailing catalogues for the time being because it has struggled to target enough mothers of boys, “as opposed to general mums”, to justify a print catalogue. However, Baker, who says she is “a firm believer in multichannel marketing”, aims to reintroduce a catalogue as soon as the company has built a large enough database.
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