As the UK’s number one classic Mini spares and parts supplier, Mini Sport needed to ensure their website was a well-oiled operation, capable of delivering a best-in-class eCommerce experience for their discerning customers.
The Magento website, built by the company’s IT & Marketing Director, Jonathan Harper, was designed with sales growth in mind. The small in-house team of two worked tirelessly to make the site a success.
However, with disappointing sales figures, poor conversion and a worryingly high bounce rate, it became apparent to Mini Sport that the company needed to partner with a Magento expert, to help turn things around.
Our analytics-based approach uncovered several major issues that were lurking behind Mini Sport’s shiny new exterior.
After upgrading from an outdated Magento platform to the newer Magento platform, the performance of the new site had been impacted over time by the introduction of incompatible plugins.
These mismatched cogs in Mini Sport’s machine were slowing the site’s engine to a near-halt, impacting both speed and usability.
The unresponsive design of the site was also having a detrimental effect on bounce rate, with mobile users choosing to leave the site and look for device-friendly alternatives instead.
We established quite quickly that our first task was to perform a repair job on Mini Sport’s online mechanics and stabilise the site’s core performance.
During the first six months of the project, we stabilised the platform by carrying out development work on the plugins that were impacting speed and usability, the two main areas that required significant improvement.
We then turned our attention to the conversion drivers, upgrading the payment gateways to be PCI compliant and introducing competitive shipping options to improve abandonment and exit rates.
“Cohesion Digital didn’t come in and make unfounded promises. Instead they said they would conduct analysis around our problems, and only then tell us what they would do. It was this analysis-based approach that was different to the other companies we spoke to.”
Mini Sport’s online sales increased incrementally month on month over this period, with a 20-30% improvement in revenue helping to turn the sales performance around.
Site speed is no longer an issue and bounce rates continue to decrease in line with enhancements made to the site.
The website also recorded its greatest sales performance in 5 years, with sales now on an upward trend and back on track to return to the levels of the company’s previous online sales record by the end of the year.