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Hand-crafting conversions for Sofas by Saxon

Find out how we’ve transformed online trading for an independent furniture maker with the custom design and build of a beautifully bespoke store.

17 December 2024 6 minute read

Bespoke design Platform CRO SEO

Our impact.

+54%

increase in homepage conversion

+51%

uplift in impressions for top selling products

+7%

boost in colour swatch requests

Since 1982, Sofas by Saxon has provided hand-crafted furniture that’s expertly put together by its team of time-served upholsters, seamstresses, and cutters in its Lancashire workshop. Specialising in Chesterfield designs, the family-run business prides itself in only using the finest materials, and via its online store that’s been powered by Visualsoft’s eCommerce platform for almost eight years, it’s built an international clientele for its exceptional chairs and sofas.

To meet the evolving needs of its target market and ensure that the business continues to grow online, we recently overhauled its online presence with an updated look and feel. The result is a brand new online store that captures the quality of its collections, celebrates its heritages, and provides an unrivalled experience to new and returning customers.

Mobile first design

With our research showing that the majority of Sofas by Saxon’s customers now place orders via handheld devices, we took a mobile first approach when crafting the new store, improving UX and aesthetics to increase conversions and revenue. The bespoke design also reflects the retailer’s latest branding, creating consistency across all of its online and offline customer touchpoints.

Best seller optimisation

To ensure that the new store is fully optimised to promote its popular Chesterfield ranges, we enriched the site with a series of landing pages that showcase the bestselling products while boosting its SEO rankings. As a result, we’ve achieved a 23% YoY increase in clicks for Chesterfield queries across Q4, as well as a 51% uplift in impressions.

Redefined functionality

In addition to a clean and elegant aesthetic, the functionality of the brand’s new store has been finely tuned by our CRO team to deliver optimum performance. Informed by customer insights, we made a series of tried and tested improvements to its homepage, swatches pages, and mobile header which have increased navigation to key categories, boosted swatch requests, and uplifted the number of calls to the business directly from the site.

From the initial concept discussions to the launch, the entire process has been exceptional.The design is not only visually stunning but also incredibly user-friendly, making navigation a breeze for our visitors. I commend the team for their professionalism, responsiveness, and commitment to delivering a website that aligns perfectly with our vision.”

Matt Deighton - CEO

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