+102%
Uplift in online sales
+155%
Increase in mobile conversions
-50%
Reduction in checkout abandonment
Creating a book lover's responsive shopping experience to build brand equity
The Guardian Bookshop was performing moderately okay but no where near reaching its potential. Taking the new brand that had been implemented on the newspaper site, we looked for ways that this could be tailored and adapted to make relevant in a shopping context. We took the grid and column structure and made sure the content adhered to it's formula and aspect ratios but tweaked to maximise imagery content and push the consumer down preferred routes to increase conversion.
"The new Guardian Bookshop site has gone down an absolute storm. It has even managed to win an internal award which everyone is so happy about!"
Streamlining the checkout to reduce friction, appease pain points and increase conversion
With small value purchases like books, there was a massive opportunity to make quick wins from a conversion rate optimisation perspective. Streamlining the checkout process and optimising for mobiles was key to making huge leaps in online sales. We optimised the site by adding elements that offered a quicker route to preferred areas and introduced content that reassured the user at critical buying points to reduce drop out. We also reconstructed the checkout process to remove any unnecessary steps to make it clearer, quicker and less stressful to complete.
"With the backing and marketing of the master brand, there is no reason why The Guardian Bookshop can't be a major online player in selling books."
