Chapter 8 Shop

Chapter 8 Shop

Driving traffic, sales & revenue through Shopify OS 2.0 Theme upgrade & performance marketing

  • +400% Increase in featured snippets
  • +104% Increase in email revenue
  • +206% Increase in new users
  • +47% Increase in desktop speed

Project overview

Chapter 8 Shop wanted to continue to grow their client base whilst rewarding their loyal customers.

They approached us to refresh the website to ensure that people could easily find products and place orders themselves.

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The brief

With additional competitors in the sector, there was a danger that the marketplace would become flooded with inferior products.

Chapter 8 Shop needed to remain the authority within the chevrons space, whilst continuing to grow their current client base.

Key objectives

  • Increase brand awareness
  • Increase customer loyalty
  • Improve performance (Shopify 2.0)
  • Redesign the look & feel of current site
  • Improve accessibility and UX
  • Rebuild and future proof vehicle finder tool

How we did it

Our design and development team were tasked with freshening up the Chapter 8 Shop website design whilst maintaining the core look and feel. We rebuilt the site from the ground up with the most up to date Shopify 2.0 framework. This allowed us to improve page load speed, accessibility, and the overall user experience

We completely rebuilt the vehicle finder tool in custom JavaScript to enable users to quickly search the chevrons that matched their vehicle specifics

Our Paid Media team introduced Google Display ads to target managed placements and contextual topics to generate brand awareness

We created specific remarketing audiences based on user journey and interaction with the website to ensure that we could recapture people who had visited the site but not converted

Our content experts created additional blog content to ensure that Chapter 8 Shop are seen as the authority in the marketplace for the latest industry updates

We optimised primary content to increase our share of voice for related UK searches, using SEO best practices and target keywords

We created email campaigns to update subscribers on the latest Chapter 8 Shop news, promotions, and new products to keep them at the forefront of the consumer's mind for when they are in market to make a purchase

We also introduced email flows to drive sales and cross purchases to ensure that all consumers have the kit they need to ensure they are Chapter 8 compliant.

We then set up lost and at-risk email flows to entice those who had not made a purchase from Chapter 8 Shop to come back to the site and make a purchase

We ensured that automated emails were set up to reward the most loyal customers

To generate both brand awareness and new customers, we created test campaigns across LinkedIn targeting people by job functions, roles, and job sectors to ensure that the ads were seen by the decision makers.

“Brilliant Team at Herd! You can rely on them getting the job done. In the two years having worked with Herd they have helped to increase our online sales alongside building our brand presence and implementing marketing strategies. The development team have really worked hard to make an idea come to life."

Greg Saunderson Managing Director, Chapter 8 Shop

Award-winning work

Our project for the Chapter 8 Shop was celebrated at the 2020 Northern Dev Awards as we picked up the B2B Website of the Year award.

Project highlights

We created a fresh new design for the Chapter 8 Shop site, maintaining the integrity of the brand look and feel.

The new site was built using the latest Shopify 2.0 framework, unlocking the associated performance gains across the site.

Built using bespoke standalone JavaScript, ensuring that the feature will be future proofed against updates to JavaScript libraries.

Automated emails have been introduced to reach the right people at the right time with the most relevant message to drive additional revenue.

Improving the current content, ensuring it is keyword rich using the latest SEO techniques has allowed us to increase featured snippets by 400%.

Strategic display campaigns to improve brand awareness on relevant placements with the addition of driving qualified traffic to the site.