Lovehoney hires web agency to boost online growth

Internet retailer Lovehoney has appointed a specialist digital consultancy to improve its website performance and increase its already impressive sales conversion rates.

The company has agreed to let PRWD, which counts the likes of Harveys, Love Holidays, Schu and Speedo, among its client base, deliver an initial six-month optimisation programme.

PRWD will kick-off the programme by conducting in-depth user research to better understand Lovehoney customers’ online browsing and buying behaviour.

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The second phase will see data analysis and user research feed into creative concepts which are then split tested to put a value on the impact the changes have.

The online retailer recently ranked 9th in the Sunday Times’ HSBC International Track 200 and sells one in three sex toys bought online in the UK.

The Bath-based business has launched US, Australian, French, German and EU websites over the last two years and has benefited from owning the Fifty Shades of Grey worldwide licence for pleasure products.

Matt Curry, head of Ecommerce at Lovehoney, said the company expects the partnership to deliver significant benefit for the brand given the success that PRWD has had with other clients in recet years.

“With a team that comes with collective decades of client-side ecommerce experience, and a strong, goal-orientated optimisation strategy, I’m confident that PRWD’s successes will be replicated for Lovehoney,” he said.

PRWD will be using its unique ‘Growth Methodology’, which generates on average 541% ROI due to the depth of customer behaviour and data insights gained. It delivers a higher success rate of tests compared to regular testing programmes, which lack a methodology, according to the firm.

Paul Rouke, director of optimisation at PRWD, said: “Lovehoney’s phenomenal online success story is one that I have admired for a number of years, a view which is supported by the exceptional customer satisfaction ratings they continually get for their ecommerce experience. For PRWD to have been selected to accelerate the impact that conversion optimisation has on their online revenues is extremely satisfying.”

PRWD’s lead optimisation strategist, Chris McCormick, will now work with Lovehoney and its wider team to research, prioritise, plan and design a range of tests – from initial quick wins through to more strategic user experience enhancements on the checkout.



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