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The Challenge
To deliver a responsive eCommerce website that showcases the entire Hamilton Gas product range and drives sales online. The website needed to have an engaging design to make it easier for customers to make an order. It also needed to integrate with 3 software applications that Hamilton use to manage orders – Exchequer for order/stock tracking, and Royal Mail and DPD to arrange shipments.
Our Approach
The website was developed using Magento, a specialised eCommerce platform (used by Burger King, Coca Cola and Nestle). The main navigation bar was designed to incorporate up to 10 top-level categories. A mega menu was introduced to allow customers to browse both by over 160 sub-categories and related brands that represent the entire Hamilton Gas product range, with featured products on the right-hand side used to advertise bestsellers or items on offer. A search auto-complete allows the customer to find more specific products more easily by making suggestions as they type key phrases.
More recently, we have undertaken a Dynamic Remarketing and PPC campaign to boost sales further. A 1-page Checkout and ‘quick buy’ option on the Product List page have also been added, along with Cart Abandonment E-mails.
The Result
The website was launched in March 2015 and has gone on to deliver a Return on Investment of over 82% (November 2016) as well as significant improvements in efficiencies, resulting from the integrations with Hamilton’s accounts and shipping applications.3%
conversion rate
37%
of visits from returning users
57%
of visits on mobile devices