Edenrobe Online Store

Edenrobe Online Store
November 18, 2016 Syed Ariz Hussain

It’s Not About Your Products, It’s How You Sell Them

About Edenrobe

Edenrobe is one of Pakistan’s leading chain of retail stores primarily dealing in ethnic and western fashion apparels, offering casual, smart casual and formal apparels to men, women and children. The brand set foot in the arena back in 1988 and now has over 300 stores across Pakistan. Edenrobe is quite famous internationally as well among people from ethnic backgrounds in United Kingdom, United States and United Arab Emirates.

The Stagnation of Online Sales

In the mid of 2016 the brand realized that their online sales were quite marginal as compared to their retail stores. Hence, to fix this problem they reached out to MWM Studioz.

MWM Studioz being a conversion and performance marketing consultancy, studied the existing ecommerce website’s Google Analytics data which revealed various problems. Some of the prevalent ones were:

  1. Slow page loading speed.
  2. Unoptimised and unobfuscated code.
  3. Difficult backend workflows.
  4. Stateless protocols.
  5. Unoptimized for mobile.
  6. Lack of user-friendliness.
  7. Lack of product reviews.

As a result of these underlying problems, it was advised to Edenrobe that there is a dire need to build a new ecommerce website.

The New Ecommerce Website

The interface for the new ecommerce website was designed keeping in view the best user experience and shortest journey to purchase. Since Edenrobe has a broad market to cater to, it has more than 80,000 SKUs which poses a problem for customers to browse from such a vast product range and reach to a product of their choice.

Keeping the customers’ buying patterns in mind was the key. For example, a mom would have the utility to buy a dress from the new arrivals along with shopping for her kids. Therefore, it was ensured that relevant products came to sight first.

Key Metrics

The new eCommerce website was able to increase revenue by 100% in the first month only. Bounce rate decreased down to 28% which seemed to be quite a remarkable achievement when compared to the 73% of the old website.

With a page speed score of 68, the feature rich website was loaded in a span of 4 to 5 seconds. Besides this, the website secures a score of 96 in terms of user-experience.

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