R&R Country
Migration to Shopify Plus to drives sales for equestrian clothing brand
- +20% Ecommerce conversion rate increase
- +75% Page 1 keyword rankings improvement
- +56% Top 3 keyword positions improvement
- -44% Cost per conversion decrease
- +37% Organic session uplift post migration
Project overview
R&R Country are a Yorkshire based equestrian clothing, horse equipment, and country attire brand.
R&R appointed Herd in September '18 to help migrate to a new Shopify Plus website to improve site usability, organic search visibility, conversion rate, and, most importantly, ecommerce revenue during a difficult time for the equestrian industry.
The brief
R&R Country wanted to drive more online revenue, but were struggling with conversion rates and declining organic search visibility in a competitive industry. A new site focusing on user experience and SEO would be required to make significant headway in a crowded market.
Stock management between two brick-and-mortar stores (Selby and Melton Mowbray) and ecommerce website was also causing problems. Stock levels were so out of sync between instore and online channels, products were sold online that were actually out of stock. This was an obvious pain point for customers and sales staff.
A key project aim was to address stock management and synchronisation issues with seamless updates between online and in-store channels. Content management on the new website also needed to reduce overheads associated with maintaining 1800+ categories on multiple platforms.
How we did it
In September 2018, Herd undertook an initial website audit and competitor analysis to highlight shortcomings of the existing site and internal processes.
This informed a digital strategy to overhaul the ecommerce experience, make content management easier, and address stock synchronisation issues.
Award-winning work
Our project for R&R Country was acknowledged with an award at the 2020 Northern Dev Awards. The fantastic work by our team saw us winners in the Best Deployment of an eCommerce Platform category.
Project highlights
To maintain accurate stock levels between physical stores and ecommerce website.
Including page titles, meta descriptions and headings driven by custom smart tagging and filtering system.
Focused on speed, improving average load times by 31% (5.78sec to 3.94sec).
Mobile-first approach from the ground up, focusing on mobile experience with 65% of the R&R audience using mobiles.
As part of the digital strategy for the new ecommerce site, the redesign made content easier to manage and improved the UX.
Set up and integration with 714 positive reviews (4.84 / 5).
