Increasing Average Order Value and Conversion Rate for Elliot Rhodes

I created a new Shopify store for London's finest beltmaker, Elliot Rhodes, resulting in an increase in Average Order Value and Conversion Rate.

Luxury and bespoke belts sold by London beltmaker, Eliiot Rhodes

The Challenge

I was entrusted with modernising the Elliot Rhodes Shopify store to enhance the shopping experience for customers purchasing handcrafted luxury leather belts and bespoke buckles made from the finest metals. Elliot Rhodes stands out by offering a unique experience that allows customers to mix and match belt straps and buckles, creating personalised, one-of-a-kind belts.

The store redesign focused on clearly communicating this customisation process, enabling customers to easily filter products by various parameters. Additionally, the redesign incorporated an upsell feature for personalising belts with an embossing service, right on the product page, further enhancing the shopping experience and increasing customer satisfaction.

Custom filters were built on the collection page to allow customers to filter by colour, type, and style

The Solution

The old Elliot Rhodes store had used separate products for all their product variants, which meant the customer had a hard time finding similar products in different colours or textures. I restructured the products and combined them into products with colour variants with interactive colour swatches. I also used this opportunity to standardise the product photography and re-scaled and cropped product images to make them consistent.

Designing for a better customer experience

A visual dropdown navigation was created to easily allow customers to distinguish between the various product offerings. Alongside the advanced search and filtering system, customers can now easily find the straps and buckles they need by filtering by leather material, strap width, buckle size, or style.

A mega menu showing visual characteristics of each belt type is crucial for customers to find products

Baking in new functionality without use of apps

In addition to pairing up their desired leather belt strap and buckle, customers can also personalise their belt with embossing. I coded in a solution (without relying on third-party apps!) to allow customers to add their initials, embossing colour, and embossing position all on the product page, which adds an additional price to their order total.

Rather than relying on third-party apps, I built into the theme a custom solution to allow customers to add embossing to their products.

Optimising Drip email workflows

Behind the scenes, I also optimised Elliot Rhode's Drip email marketing workflows and gave their Shopify notification emails a much-needed brand refresh and update, so the customer experience from web to email is now consistent.

The Results

At the time of launch, the store scored above 80 on PageSpeed, which is an excellent result for Shopify Liquid stores. The Average Order Value also increased by 8.2% and the conversion rate has seen a 70% increase within the first two months of launching.