The Brief

Launched in London in 2013, YOLKE are a luxury sleepwear brand by the creative duo Ella Ringner and Anna Williamson. With a unique blend of stretch silk, the YOLKE brand is synonymous with classic styles with a playful twist.

YOLKE came to us following a significant drop in conversions on the website in the lead up to the key Christmas sales peak. A low conversion rate was resulting in wasted ad spend, and loss of sales. YOLKE needed us to identify the issues, improve their conversion rate and, ultimately, improve online sales of the London-based womenswear label.

Our Approach

Our Team began the process by completing a Full Digital Review. This involved a deep dive into YOLKE’s website analytics and paid campaigns for Google and Facebook. We wanted to understand whether or not these were working correctly and driving the right quality of traffic.

The Work

In just one day, our team analysed and identified several potential causes of the drop-off. We recommended solutions across both paid campaigns and on the website, with clear prioritised actions for improvement.

Having identified mobile as the largest traffic-driver, we performed a mobile-specific UX Teardown (a top-to-bottom discovery of UX issues on the website).

From our action list, we then worked closely with YOLKE’s development team to implement all changes to the website. We also found a paid media expert to work with Ella and the team on their pay-per-click (PPC) campaigns.

The Results

When we began working with YOLKE, we identified that they had a combination of challenges, managing to pin-point quickly that a high bounce rate on mobile was a major contributor to their low conversion rate. Other discoveries included broad Facebook targeting, long page load speed, and Google Ads that led customers to missing pages. This was resulting in wasted ad spend.

 

However, our recommendations and actions have:

  • Reduced bounce rate from mobile by 8%
  • Increased mobile traffic by 32%
  • Increase in transactions of 120%
  • Improved conversion rate by 200%

 

The YOLKE brand is going from strength to strength. 2020 has seen the exciting launch of YOLKE’s first home and daywear collections.

8%
reduction

in mobile bounce rate

32%
increase

in mobile traffic

200%
increase

in conversion rate

The Reaction

Pending.

UX designers looking at white board.

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