Outdoor Toys
Mobile first Magento Commerce for a competitive vertical
Since its launch in 2016, Outdoor Toys has grown to become one of the UK’s largest stockists of children’s toys and play equipment. Operating in a very competitive market, and with a high proportion of its target audience preferring to shop online by mobile phone, the company needed to up its game to stay ahead.
With future revenues at stake, Outdoor Toys turned to Fisheye, now a Youwe company, to ensure continued success.
With a clear vision of its target audiences, Outdoor Toys knew it needed to raise its game. As a startup, the business began on Magento 1 Enterprise. Since then it had moved from strength to strength and was looking for a platform that would support its current requirements, as well as being able to fulfill its future aspirations.
Outdoor Toys realized it had to adopt a highly campaign-driven approach and cater to its smartphone-centered audience. A Magento 2 migration would allow the business to create faster, better, and more responsive campaigns. It would streamline administration while providing the opportunity to perform conversion rate optimization, particularly on mobile.
Youwe’s objectives were clear: speed up the site, create an improved user experience focusing on mobile, and provide the Outdoor Toys team with the tools needed to maximize campaign opportunities. The challenge was on.
39%+
Revenue
32%+
Conversion
38%+
Mobile conversion
With Youwe’s help, Outdoor Toys has been able to reframe its business, appealing more directly to its target audiences
Our solution
Delivering an exceptional mobile user experience in a competitive marketplace
Through Youwe’s recent merger with Fisheye, we’ve been working with Outdoor Toys from the beginning. That means we understand their business, and their objectives. But, more importantly, we know how to use the Magento 2 feature set alongside the Magento ecosystem to maximize competitive advantage.
Moving the company from Magento 1 to Magento 2 allowed us to revisit everything Outdoor Toys was doing, from the ground up. We also used the opportunity to incorporate solutions like Nosto, for personalization, Dotmailer, for dynamic email marketing, and tie it all together with an integration with Volo, an intelligent platform which allows sellers to scale up their e-commerce business across multiple online channels.
We also utilized scheduled events, along with custom development that allows Outdoor Toys to run both time and stock-based sale triggers, creating urgency which has dramatically helped to improve conversion. In addition, preview and staging have saved the Outdoor Toys team days of administration, and enabled them to move this work outside of their busy periods. Heavy use of the new CMS tools throughout the site now means the control of many site elements has been put back with their team.
The results
With Youwe’s help, Outdoor Toys has been able to reframe its business, appealing more directly to its target audiences. Site speed has been improved by 31%, leading to a better user experience, and higher conversions, and it’s also having a positive effect on organic rankings and return on ad spend.
Other features that have made a pronounced positive impact include heavy use of upsell, which has increased average order value, as well as credit facilities, multiple payment types, persuasive notifications and 'get delivery by' functionality.
Outdoor Toys launched on Magento 2 in September, ready for its peak trading period. The project was turned around on time and within budget. As over 75% of the company’s traffic comes from mobile users, this was identified as the biggest area for potential gains. And with a 38% mobile conversion rate increase year-on-year, contributing heavily to their 39% overall year-on-year revenue growth, the results speak for themselves.
Furthermore, at the time there was a decline in retail sales in the children’s toys and play equipment vertical, underlining the magnitude of the result.
With Outdoor Toys now having greater control over more site elements, and being able to create complex campaigns in advance, the business can concentrate on areas it has previously neglected. The results are clearly something to celebrate:
- 39% overall revenue increase year-on-year
- 32% overall conversion rate increase
- 38% increase in mobile conversion
- 42% reduction in initial page weight
- 45% improvement in time to first byte (<0.5s when not in FPC)
- 31% reduction in total page rendering time
Youwe and Outdoor Toys have forged a strong commercial partnership. We’ve provided a faster, slicker, and more personalized user experience, and it shows, with dazzling improvements in conversion and engagement. As we move forward together, we look ahead to many more opportunities for success.
