Johnstons of Elgin AW18

For the launch of the Autumn Winter 2018 seasonal collection, I designed and oversaw a number of significant changes to the website, including bringing the Johnstons blog ‘Our Story’ to the fore.

Our Story is used to house not only current news stories about the brand, but also long-lasting content such as information about the provenance of our fibre, and the skills of the craftsmen and women who work at Johnstons. The content was all on the site, but not receiving as much engagement as we wanted so I pushed for it to be included at the top of the page in the main site navigation. This was a great success and resulted in 1,800 additional page views in the first month that it was live.

We also saw significant year-to-date growth in our conversion rate – from 1.02% to 1.37%, much greater than for previous seasons. With a strong accompanying eCRM campaign to support the site, August (launch month) turned out to be one of our most successful full price periods, with sales growing 20% over the previous year and conversion growing 74% from 0.49% to 0.86%.