Agency: Code Computerlove

Helping Hillarys Boost Revenues By £2.6 Million

The Brief

Code Computerlove have been working with Hillarys, the UK’s leading supplier of made-to-measure window blinds, for more than a decade, collaborating with their in-house team to ensure their digital products continue to meet the changing needs of their customers, and keep revenue rolling in too.

Most recently, Hillarys asked Code Computerlove to help upgrade their site from two desktop and two mobile versions (one of each for the UK and Ireland markets) to one responsive platform. Mobile traffic to Hillarys.co.uk was increasing on average 58 per cent year-on-year; moving over to a responsive site would hopefully boost their search rankings, significantly reduce admin and allow them to better tap into this growth area.

The Strategy

Code Computerlove took a lean, product thinking-based approach to rolling out the new Umbraco CMS platform we created for Hillarys, using the ‘application strangulation’ method of gradual release.

Rather than developing the entire site and putting it live, they worked in cycles, focusing first on the back-end and biggest-volume product pages, and releasing these core elements of the site first.

By working in this way, they were able to take key learnings from real user reactions and immediately identify areas of improvement, applying the insight they gained to the subsequent design and development iterations.

The Results

By providing users with a better digital experience, Hillarys have achieved some extremely impressive results over the course of the past six months.

Overall Hillarys.co.uk has delivered a 10 per cent YOY increase in revenue, fueled by a 30 per cent increase in traffic and 20 per cent hike in appointments. The biggest gains were on mobile, with mobile conversion up a massive 39 per cent.

The key objective to improve SEO positions was also achieved, with Hillarys reaching and maintaining the number one position at the top of Google for its business-critical term “blinds”. The internal timesaving on site-management has been estimated at around 80 per cent.

“It’s been a phenomenal year,” says Hillarys web manager Emma Gillings. “We’ve smashed all targets, and delivered unprecedented YOY revenue growth.”