A London marketplace connecting independent retailers with brands and suppliers brought User Actually in as its consultancy and business partner. We worked across conversion, lifecycle email and CRM, analytics, landing pages and research, with lifecycle marketing at the centre.
Results
Each cycle of research, testing and automation fed the next. Here is where each service made a difference.
monthly repeat user traffic, through automated, personalised email
Repeatsearch add-to-cart rate
Browse & searchloyalty programme monthly active users
Loyalsessions with brand follows, with new-user conversion up 10%
Register & first orderChips show the services that worked on each stage. Performance dashboards tracked all six stages.
01 · CRO experiments
Conversion work ran as a continuous cycle. We studied how buyers actually behaved, turned what we found into hypotheses, and scoped each experiment in enough detail for the client's product team to build it in-house.
Once a test was live, we analysed the results and fed what we learned into the next round, so each cycle started from better evidence than the last.
02 · Lifecycle email & HubSpot CRM
We built the client's lifecycle in HubSpot: segmenting buyers by who they were and what they had done, then setting up workflows that sent the right message at the right point.
For each segment we scoped the messaging and creative, so a new buyer, a first-time customer and a lapsed one each got something relevant to them.
03 · Performance dashboards
We built the client's reporting in Data Studio (now Looker Studio), connecting several data sources so the team could see the business, the website and marketing side by side.
As the team's questions changed, we improved existing reports and added new ones, so the team always had the numbers they needed to make decisions.
| Category | Sessions | Add-to-cart | Orders |
|---|---|---|---|
| Home & gifts | 12,480 | 3.4% | 210 |
| Beauty | 9,915 | 2.9% | 164 |
| Food & drink | 7,302 | 2.6% | 121 |
04 · Landing pages
We designed and built landing pages in HubSpot for specific segments, for seasonal campaigns such as Black Friday and Christmas, and for paid ads pointing at individual product categories.
Each page had one job: match the message the buyer had just seen and make the next step obvious.
05 · Research & journey mapping
To get the rest right, we needed to know how independent retailers find and stock products from suppliers. We combined user interviews with quantitative analysis of behaviour on the site, then turned what we learned into journey maps that showed where buyers got stuck and what to fix first.
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