Yogamatters.com was established in 1996, when its founders Paul Walker and Sandi Sharkey were teaching yoga in North London and discovered it was difficult to find good yoga equipment.
Taking matters into their own hands, they began selling yoga mats after class, often out of the back of their car, while keeping the excess stock stored under their bed.
Today Yogamatters is Europe’s biggest yoga specialist, with the website, run by a passionate team of practicing yoga teachers, offering more than 2,500 products on offer.
Having outgrown its previous e-commerce platform and with the website in critical need of a design and system update to overhaul the site’s functionality and transform user experience, the team at Yogamatters provided digital marketing agency Venture Stream (VS) with a list of project deliverables.
The main objectives were:
• Deliver a consumer ecommerce website capable of servicing over £5m in revenue each year
• Design and build a webshop that delivers a personalised user experience and serves the needs of three different user groups: customers, brand ambassadors (community) and wholesale clients.
• Migrate the existing accounting and warehouse order integration systems to a new platform.
• Ensure new site is intuitive for Yogamatters staff to update and maintain post-launch.
• Deliver quantifiable e-commerce gains and interaction improvements.
Although Yogamatters’ objectives for the site outlined its immediate needs, VS’s approach was to not just meet, but exceed the brief against all objectives and subsequent measurables. Ultimately, to deliver a first-class consumer ecommerce website that will leverage the best online retail practices and partnerships, relaunching Yogamatters as a best-in-class yoga product retailer.
VS’s solution involved the detailed configuration and integration of the best e’commerce systems on the market. This would create a bespoke structure that delivers an effective front and back-end solution that exceeds Yogamatters’ business requirements as well as the expectations of its loyal customers.
The bespoke system was built on the Magento platform with longevity in mind and will allow the business to grow to £10m turnover and beyond without any major upgrades – a 233% increase in the site’s potential.
Although the overhaul of the existing Yogamatters’ back-end system and migration to the new Sage 200 system was complex due to the importance of the integrity of data, Yogamatters now benefits from a well-tested and well-integrated warehouse and accounts system.
To ensure e-commerce best-practice and optimum user experience was implemented throughout, VS conducted a comprehensive User Experience (UX) audit of the current site.
This included A/B page testing across all pages, remote UX testing and voice of the customer analysis (live screen-share, facial expression and voice recording to know exactly what consumers think of the site). This resulted in undertaking a full refresh of all product imagery and designing purpose-built product pages following user feedback. To optimise conversion rates on each page and enhance buyer experience, product reviews and targeted product suggestions are also pulled through.
This detailed approach to placing the user at the centre of design delivered outstanding conversion rate optimisation across all product pages – proven in the results.
This knowledge has also created a user-centric design that naturally translates to mobile or tablet devices to enable mobile users to shop remotely with ease on the new e-commerce experience.
With more than one type of consumer using the site, VS went one step further. Partnering with leading personalisation tool Nosto, VS integrated a personalised e-commerce experience throughout the site. This means that not only will the website cater appropriately to all three target audiences, but it will become smarter, suggesting the right products by learning from user behaviour.
Throughout the project, VS ensured transparent project management, with weekly KPI reporting and monthly progress review with the Yogamatters team. As the launch date neared, VS also undertook training with the in-house team to ensure usability for all the team from day one and continues to support Yogamatters with 24×7 support and on-site activity if needed.
The new website delivered a mobile optimised, flexible framework which would scale with Yogamatters continued growth as well as a dynamic, responsive and intuitive design that delivered on both design and user experience requirements.
Although the overhaul of the existing Yogamatters back-end system and migration to the new Sage 200 system was complex due to the importance of the integrity of data, Yogamatters now benefits from a well-tested and fully integrated warehouse and accounts system.
The combination of and integration between Magento and WordPress systems as well as migration to Sage Solution allows the site to have optimum scalability and functionality as an ecommerce site as well as be easy to use, benefiting from the WordPress CMS as a popular and familiar tool for users.
The Yogamatters website was named Best E-Commerce Website at the 2017 Northern Digital Awards.
Results achieved within the months of launch:
• 10% increase in session duration
• 14% increase in conversion rate
• 34% increase in revenue
• 47% increase in mobile conversion rate
• 142% increase in mobile revenue