This month sees the fashion world descend on London to celebrate the 2019 London Fashion Week.

Taking place from 15th-19th February, London Fashion Week is one the four major fashion weeks around the world. More than 250 designers are set to promote and showcase their latest fashion offerings, and the week always offers a great insight into the styles and trends this dynamic and fascinating industry has to offer.

Williams Commerce is a digital partner of the British Fashion Council and has worked with a great selection of fashion retailers to help them achieve more online. These include integration work for Joseph, a site redesign for Start-Rite Shoes, and a new website for John Smedley Outlet.

But our team has noted a specific area of growth and interest in the fashion industry that stands out above the rest.

“We’re seeing more and more online retailers investing in conversion rate optimisation,” comments Keri Williams, Head of Digital Marketing at Williams Commerce. “Many retailers are now in the 3rd or 4th iteration of their website and now have it on a robust and flexible ecommerce platform and are keen to understand how to drive website performance harder. We often see retailers are achieving good levels of traffic to the site, and site conversion averaging between 2.0-4.0%, and usually less on mobile.”

How is CRO helping Fashion Retailers accelerate growth online?

Our programme of CRO helps our retail customers understand the barriers to conversion, test them and then roll out changes that are proven to drive an increase in conversion rates.

“By carrying out comprehensive testing using leading software, this takes all the guesswork out of the process and the results speak for themselves,” says Keri.

Creating and implementing a CRO strategy using correct targeting and testing methods can boost conversion rates by up to 300%. And according to Adobe, the top converting companies are spending more than 5% of their budgets on optimisation.

However, despite these successes, the 2018 Econsultancy Conversion Rate Optimisation Report, indicates that 63% of the 450 companies surveyed do not have a structured approach to optimisation despite its importance as a foundation stone for success.

And for every US$92 spent on acquiring customers, only US$1 is spent on converting them according to Econsultancy. Furthermore, 82% of marketers say knowing how to test effectively is ‘somewhat’ or ‘very challenging’ according to Adobe.

How to Embrace CRO in 2019

More and more businesses are recognising the need for CRO and the massive opportunities it presents, but many are struggling to integrate a CRO strategy into their digital marketing mix. The CRO team at Williams Commerce can help you understand how it works, create a strategy with targets and implement a conversion rate optimisation plan for you in 2019.

And to help get things started, we are currently offering 6 months for the price of 5 for our CRO services.

Keen to learn more? Enter your details below and our experienced Digital Marketing team based in Leicester will get in touch to discuss your fashion ecommerce store and how we can help you get started with CRO.

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