For four generations, W. Titley & Co has served country shoppers with practical, comfortable, and long-lasting western wear. Today, under the leadership of Tony Titley, the family-owned business has expanded to five retail stores in Charters Towers - Titleys Western, Worklocker, Titleys Department Store, and Intersport.
As a business that’s constantly evolving, the online store for Titleys Western was migrated from Magento to Shopify to better suit the business’s need for increased functionality.
While the move benefitted the Titley team in many areas, they needed guidance to make the most of the platform and approached us with a vision for increased e-commerce success.
“Our vision was to expand more, get more customers into our database, and get them to come back to us”
With their business goals in mind, we introduced Titley to our Growth Program. We kicked off with an audit of the site performance and identified potential strategies to create a great e-commerce experience for customers.
Through monthly strategy sessions, we discussed growth tactics and made data-driven decisions to optimise sections of the site. To drive conversions, we improved the site navigation so customers can easily find products, highlighted key messages using visual elements, and suggested improvements to product descriptions to help buyers with their purchase decision.
By regularly analysing conversion reports and shopping behaviour, we were able to identify gaps and make targeted changes. These strategic optimisations led to gains month after month and a website that constantly performed better.
“We had more repeat customers after joining the Growth Program. We also had more knowledge of how to use Shopify, how to edit and make things a bit nicer looking. All the suggestions provided helped us and our sales have definitely gone up.”
Almost a year had passed since the W. Titley & Co site launched on Shopify. The team was ready to elevate the brand with a new Shopify theme and benefit from its latest features and apps. It was also an opportunity to redesign important sections across the site to maintain a smooth customer experience.
One of the main focus of the redesign was to build a custom mega menu to ensure that users could find what they wanted. This would further be facilitated by the theme’s predictive search feature. The overall layout of product pages and category pages were improved, highlighting key information on shipping and payment options.
In addition to these features, an alert for out of stock product sizes was implemented so customers could be notified when their desired products were back in stock.
“The redesign has definitely increased our sales; the site looks better, it functions better. I think it’s a better user experience, and a lot easier to use and to adjust the look and feel of the site.”
We connected Titley with our SEO partner, Optimising at the very beginning. As an eCommerce site with a broad range of products, broadening the store’s organic presence for their categories was an early focus. On-page content was researched and developed against their competitors and Titley’s search results were optimised for Search Engine Results Pages.
This led to a 208% increase in organic impressions (comparing Jan to June 2020 with the previous period) and a 28% increase in organic traffic. Optimising also resolved initial troubles related to linking Shopify to Facebook Business Manager and uploading products to a catalogue, and went on to record over 3,800% Return on Ad Spend and generated revenue 40 times higher than the ad spend for the month of May 2020.
“Optimising is always in touch regarding our Facebook campaigns, our Google Analytics, and things like that. They’re always happy to hear suggestions from us and also give us useful tips on how to change keywords on our site"
After a year into the growth program and Optimising’s strong focus on organic traffic and ongoing paid campaigns, the online store performance saw a significant improvement. Customers returning to the online store increased by 177% while online orders were up by 108%. The online revenue increased by 96% and conversions by 54%.
“Over the past 2 years, we have developed a great partnership with The Hope Factory. Their ongoing dedication and support have seen our sales volume increase tenfold over a very short period of time. We appreciate their attention to detail and creative approach in helping our company grow.”
- Courtney Williams, W. Titley & Co