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UK’s oldest clothing manufacturer uses big data

John Smedley, one of the world’s oldest continuous clothing manufacturers, is using big data to boost sales. The company, founded in 1784 at the beginning of the Industrial Revolution, has managed to lift its add-to-basket conversions by 11% using the ecommerce intelligence platform Ometria.

John Smedley analyses all the data that’s generated by customer journeys on its website. The luxury knitwear brand, with famous fans like Tom Cruise, Madonna and Jude Law, has always tried to provide an outstanding customer experience, but now it’s taking a data-driven approach to reach that goal.

Analyzing data and discovering website issues
By analyzing data from hundreds of thousands of website visits, John Smedley discovered issues in the buying journey that were causing visitors to leave the website without ordering something. By fixing this problems, the company got an 11 percent increase in add-to-basket conversions.

“Historically speaking – and John Smedley has a lot of history – we’ve been very good at driving forward our global ecommerce operation, achieving consistently high growth year on year”, says  Bruce Slater, Ecommerce Manager at John Smedley. “However, we realised there was a great opportunity for revenue growth if we increased our conversion rate online – key to which was site usability.”

Improving the conversion rates online
For example, the platform showed that when compared to the website average, a significant number of visitors from a specific segment were viewing product pages, but not adding these products to their basket. Further investigation led to a specific usability issue at product-page level, something the company soon fixed.

“The ecommerce intelligence platform has empowered us to take action to improve our conversion rates online. With access to this data we were quickly able to identify general usability issues for all traffic, as well as those for a specific customer segment, such as those from a certain country or using a particular type of device”, Slater says.

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