Growth in Total Sales
Growth in Conversion Rate
Growth in Average Order Value
YEAR / 2024
Mr Kate
Shopify Development
Email Marketing
Conversion Rate Optimisation (CRO)
Strategy
E-Commerce
Mr. Kate, a highly successful interior design brand, had built a strong online presence with over 4 million social media subscribers. Despite impressive brand recognition and solid website traffic, there was an opportunity to further elevate their e-commerce performance. With a goal to optimise their online store and better align with industry standards, Mr. Kate partnered with Baseline to develop a cost-effective and impactful solution that would help turn their e-commerce ambitions into reality.
The Challenge
Mr Kate has built a strong reputation in the interior design community, inspiring millions with their creative approach. However, there was an opportunity to enhance their e-commerce experience and better convert their engaged audience into customers. By refining key trust elements on product pages, optimising navigation and the homepage for a seamless user journey, and leveraging email marketing more effectively, we could unlock greater sales potential. With a focus on high-impact changes that delivered measurable results within budget, we prioritised the most valuable improvements to elevate their online store.
What We Did
1. Email Marketing Overhaul
Account Optimisation: Resolved integration issues with Shopify, improved DNS records, and ensured spam avoidance.
Automatic Segmentation: Cleaned up email lists and implemented segmentation based on user actions, such as cart abandonment.
High-Intent Email Automation Flows: Designed and deployed Welcome, Abandoned Cart, Post-Purchase, and Re-Engagement flows with dynamic content to increase conversion rates.
2. Product Detail Page (PDP) Redevelopment
Integrated customer reviews and ratings to boost trust.
Enhanced PDP design to tell the Mr Kate brand story, simplifying navigation and improving UX/UI.
Highlighted trust signals and ensured full mobile optimisation for a seamless shopping experience.
3. Site Navigation & Homepage Revamp
Conducted a UX audit and updated Shopify to the latest theme version, addressing bugs and performance issues.
Simplified navigation with intuitive menus and clear product categories.
Redesigned the homepage to showcase product categories and the unique Mr Kate brand story effectively.
Improved site speed to achieve 70+ Mobile and 90+ Desktop performance scores.
4. Organic Marketing Retainer
Baseline supported day-to-day email marketing and website updates, providing Mr Kate with strategic advice and creative solutions to build organic traffic and boost conversions.
Outcome
Within the first three months of implementation, Mr Kate experienced a dramatic improvement in e-commerce performance:
+56% Growth in Total Sales
+53% Growth in Conversion Rate
+48% Growth in Average Order Value (AOV)
+769% Growth in Attributed Email Revenue
Achieved a 55.92% Open Rate and a 3.4% Click Rate for email campaigns.
These results solidified the foundation for long-term success, proving that targeted, high-impact changes could unlock the true potential of their e-commerce store.
Final Word
By implementing high-impact updates and amplifying Mr Kate’s distinctive brand story, Baseline helped elevate their e-commerce store into a thriving sales channel. This collaboration demonstrated how thoughtful enhancements across UX/UI, email marketing, and CRO can drive significant growth, even within budget limitations.
