A new, high-performing e-commerce website and interiors brand — sewn up

The new proposition had to service loyal customers whilst selling the quality of the offering in order to bring new ones towards the site. This was coupled with a need to boost the brand overall in line with competitors; this meant looking at the visual identity and how the site could attract new, appealing and high-end brands. The site needed to be technically excellent and provide new features to mark it out as an industry leader in the sector.

• The site required bespoke area for fabric measurement and enhanced quotes
• The visual identity was outdated
• User experience was limiting the success of the site

We needed to create a bespoke e-commerce platform that positioned Graham Sanderson as the market leader of designer fabrics. The site needed to put user experience at the fore, giving customers the ability to easily browse an extensive range of high-quality products, as well as request detailed quotes and create completely bespoke interior fabrics.

We focused our e-commerce development expertise on ensuring the website would engage with the high-end brands Graham Sanderson wanted to attract. We worked hard to create a smooth experience that simplified the complex selection and quote request process.

We increased the site’s visibility for fabrics and collections by paying special attention to how the pages were going to be optimised, especially when many pages share similar characteristics, which raised duplicate content issues.

To ensure the website performed exactly as the key audiences would require, we were able to ensure the site answered key user queries and recognised diverse intent. Niche search terms are recognised for people at all stages of the consumer journey.

Post-launch, Extreme continues to monitor the user journey using specialist tracking software, coupled with Google Analytics, to ensure key areas of the site are being found and utilised effectively.