Goldsmiths of Shrewsbury is a prestigious Shropshire family business. They opened their first store in Oswestry in 2011 before opening their second store in Shrewsbury 7 years later.
Stockists of luxury brands TUDOR, TAG Heuer, Gucci, and Montblanc to name a few, Goldsmiths needed a website that reflects their high-end offerings.
The website launched in 2019 and was heavily relied upon throughout the pandemic when the stores were forced to close. We leveled up our ongoing SEO work, which resulted in a steady rise of organic traffic to the site, which was then backed up with Google, Microsoft, and Facebook Ads to draw a wider audience.
We performed a full UX review, analysing user behaviour and engagement throughout their visit, and quickly determined the main challenge was getting users to convert, especially for the "high-ticket" luxury items that Goldsmiths sell.
We analysed and refined the checkout process, making it easier and faster to use, removing unnecessary steps and improving user confidence whereever possible. High end products deserve high end payment methods, so to help build trust and reassurance, we also added the option to checkout with PayPal.
After analysing the data, we introduced an "always on" search into the header to more imediate access to a fundament site element, improved the feel of touch elements on mobile, and added additional CTAs on product page for size and fit.
We also introduced a wide range of acessibility improvements throughout the entire user journey, to aid the general flow around the site. From adjusting the carrousel speeds, improving text contrast, button design, improved product filtering and sorting options all helped to simplify the site and make it more enjoyable to use.
The UX review provided us with a fantastic opportunity to analyse how users are engaging with the site, and to streamline the whole process to make it simplier and more enjoyable throughout.
Goldsmiths of Shrewsbury have already seen an uplift in online sales, especially in their higher-value products.
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5 Town Walls,
Shrewsbury, Shropshire, SY1 1TW
Edmund House,
12-22 Newhall St, Birmingham, B3 3AS
