From opening their first store in 1989, The Range is now the fastest growing retailer in the UK. With over 200 stores nationwide, they stock more than 140,000 products across 16 different departments, from homewares and furniture to DIY and art supplies. Their ethos has always been to bring their customers great quality products at the most competitive prices, drawing together everything they need for a beautiful home.
The Range had grown their e-commerce presence over seven years, scaling to over 300 SKUs and £300 million in annual online turnover.
However, they realised that despite high traffic, customers were not converting at the expected rate. With an ambition to supercharge their online presence and double revenue from digital channels, The Range chose to partner with us.
Their key challenge was that e-commerce had initially been a small part of The Range’s business. In line with soaring demand, they needed to take a refreshed approach to bring in a greater emphasis on data, product thinking, and experimentation.
Over a 4 month period, we partnered with The Range's team to gather data and intelligence to understand the current state of play, as well as conduct extensive user research to identify key consumer pain points.
We then redesigned, tested, and rebuilt the checkout experience across web and mobile apps. This included delivering on key customer expectations such as Apple Pay, Google Pay, and Guest Checkout.
We led with UX design throughout and validated our designs with real users, underpinning the user interface (UI) with data to track the steps in a customer’s conversion journey.
A/B testing was performed on both the old and new checkouts, marking The Range's first time running an A/B test and observing the data. Additionally, an error logging solution (Sentry) was implemented to identify and resolve bugs occurring in production. Both solutions provided significantly more insight and confidence during go-live.
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Upon launching the new checkout experience, remarkable results were achieved, fast.
The conversion rate increased by 13%, while revenue saw a 15% uplift, and the average order value rose by approximately 16%, demonstrating that improving customer experience can provide immediate and tangible uplifts to the metrics that will drive sustainable revenue growth for The Range.
In addition, the work was recognised as the 'Web Development Project of the Year' at the Prolific North Tech Awards 2024.
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