Sharps

Sharps

Developed by Rawnet
Project URL www.sharps.co.uk

A new website and digital strategy enabling Sharps to optimize their customer experience and drive better quality leads.

Sharps Bedrooms was enjoying a period of huge growth and needed a website that could scale with them.

Despite the majority of their visitors viewing via mobile devices, the site wasn’t mobile-friendly which was heavily impacting conversions. Their customer journeys needed tightening up in order to drive more design visits & they wanted to capture more and better quality data about their customers in order to provide a truly personalized customer experience. 

Objectives

  • Image-1770x1226.jpegIncrease conversion rate from users to prospects and the number and quality of design visits - delivering a better ROI on marketing spend

  • Improve data capture to better qualify leads and gain more customer insight

  • Refine Sharps’ pre and post design visit experience

  • Create a better experience for an ever-expanding mobile audience

Digital Strategy

Although the original brief was to overhaul Sharps' website, Rawnet knew that the site only formed one part of the overall customer experience. They reviewed all customer touchpoints, from product discovery, product awareness, decision fatigue, sales pressure defense, to social reassurance.

  • Potential customers were overwhelmed by the sheer amount of choice, there was a lack of information about the process of buying a bespoke, fitted wardrobe.

  • Call to actions were confusing and potential customers took a leap of faith to invite a sales rep into their home, inadvertently qualifying themselves into a sales process they knew very little about.

  • There was an ongoing YoY increase in visitors accessing the site via mobile devices, but the experience wasn’t mobile-friendly.

  • Sharps fitted wardrobes are a luxury, quality product, which wasn’t reflected in the aesthetic of the website.

  • The positioning of products, differentiators, and the structure of the site was confusing.

Jared Andrews - Digital Marketing Manager - Sharps
We decided to partner with Rawnet as their understanding of our core value proposition and business objectives were outstanding compared to other agencies.
Jared Andrews - Digital Marketing Manager - Sharps

Intuitive user journeys

Image2-1340x1570.jpegSharps’ previous user journeys were focused around product ranges, which caused confusion.

Rawnet restructured the product categorization around more consumer-facing terms, using room types instead of ranges which resonated with the customer through their decision-making process.

Mobile-first

Data shows that there is an ever-expanding mobile audience visiting and engaging with the Sharps website.

Therefore Rawnet took a mobile-first approach in design and build so that those visiting the site on mobile have an optimized experience rather than scaling down a fully functioning desktop site and therefore reducing mobile functionality. 

The Results

Since the site went live Rawnet had been working in collaboration with Sharps and their other agencies to enhance brand presence through organic marketing strategies, as well as driving CRO as a collective group. This, coupled with the much improved UX, has led to some really great results.


18%
Increase in brochure requests
36%
Increase in design visits
20%
Increase in average time on page