Wallace Allan
Putting a small local business on the jewellery industry map
Summary
Wallace Allan is a family-owned jewellery business based in Ayr, Scotland, selling fine jewellery and watches that prides itself on incomparable customer service. The shop was looking to digitalise its operations more to increase efficiency and also explore online markets for its high-quality products. Autify Digital helped the jewellers streamline their stock management system and processes, followed by a website redesign and digital marketing services that helped the shop expand its customer base.
Integration 
CRO 
Website Design 
Digital Marketing 
SEO 
PPC 
236%
Overall revenue increased in 6 months
181%
Organic revenue increased in 6 months
281%
Advertising conversions increased in 6 months
The Challenge
Like many small jewellery businesses, balancing in-store and online customer experiences was a challenge for the Wallace Allan team with limited time and resources. Typically, high-value purchases were occurring in person, but as customers become more digitally savvy, there was great potential for the business to sell more products and services online.
Wallace Allan required help efficiently integrating the physical and online stores. Once this had been addressed, the business wanted to attract and convert more customers online through a number of digital marketing techniques.
Our strategy
To increase stock management efficiency, we began by integrating Wallace Allan’s Magento 2 e-commerce website with the POS and stock management system Pursuit via our bespoke, in-house solution.
Once up and running with a new integrated and easy-to-manage inventory system, Autify Digital proceeded to improve the website’s look and feel based on CRO principles and industry standards. Our UX/UI designers improved the layout of different page templates taking into consideration user journeys and SEO, optimising the website for customers and search engines. This created a more impressive experience that encouraged more and greater-value conversions and a more positive impression of the brand.
Following the website redesign, we focused on SEO to organically grow the company’s online presence through techniques such as on-page, off-page, technical and local SEO.
To measure our success, we set out the following aims and objectives:
- Streamline the stock management process to free up valuable time and resources for the jeweller’s team.
- Use automation to make tasks such as uploading new products to the website take minutes rather than weeks.
- Integrate our V12 module with Magento 2 to enable the online retailer to offer finance payment options to customers, without adding to workloads or creating administrative burdens on the business.
- Conversion rate optimisation (CRO) by improving the user experience (UX) of the site and integration with third party tools such as Salesfire.
- SEO – ongoing technical fixes and improvements and content creation to target relevant keywords.
- PPC campaigns to expand online reach to new customers and convert more users through Google Ads and Meta Ads.
Strategy implementation
To ensure we could achieve all our goals, we applied the following tactics:
- Integration between Pursuit and Magento 2 to allow the jewellers to easily add products to the website in an automated way, while being able to control product properties and benefit from seamless stock update based on sales and control product status
- Integration between finance provider V12 and Magento 2 to help convert more users at checkout and increase revenue by offering customers the option to spread out the cost of their purchase over a period of time
- Redesign of the main page templates – homepage, landing pages, product listing pages and product pages – to help improve the customer journey and boost conversions, while creating more opportunities for SEO
- Product page optimisation by adding options such as luxury gift wrap, various payment options, price match, discount for newsletter sign-up, free delivery countdown tracker and Trustpilot reviews
- Further CRO techniques enabled by Salesfire such as free delivery countdown tracker pop-up and recently viewed products
- Consistent technical SEO checks and fixes to ensure the website is indexable
- Regular content updates such as landing pages and blogs to increase the SEO performance of the website based on well-researched target keywords aimed to increase relevant organic traffic and conversions
- Optimised PPC campaigns across Google Shopping, Google Search, Display Ads, Facebook and Instagram monetizing on new website users, bargain hunters, abandoned visits and repeat visitors
- Improved the data tracking process while ensuring compliance with regulations by migrating analytics tracking from Google Universal Analytics to GA4, implemented a cookie management system and enabled the Google Consent Mode V2
Results
58%
Google impressions increased in one year
38%
Google clicks increased in one year
869%
ROAS increase in 6 months
162%
increase in order numbers in 6 months
- Overall revenue increased 236% in 6 months
- Organic revenue increased 181% in 6 months
- Total traffic increased 320% in 4 years
- Organic traffic increased 1018% in 4 years
Benefits
- Reduced time spent on adding products to the website and updating stock levels
- Increased the usability of the website
- Increased the organic visibility of the website in search engines
- Increased website conversions – volume and average order value
- Increased audience reach and website traffic
- Increased brand authority online
Testimonial
“Excellent and professional company. After being let down numerous times to integrate our stock system to Magento we eventually found Autify. Everything works perfectly with any minor issues being resolved very quickly. Would recommend to anyone looking advance their business into the digital age to contact Autify.”
● Ian Allan
Director - Wallace Allan
