High conversion for Graham & Brown with ecommerce site by Graph

Agency: Graph

High conversion for Graham & Brown with ecommerce site by Graph

Iconic British home furnishings retailer, Graham & Brown, have been making homes beautiful since selling their first roll of wallpaper, in 1946.

Head of Ecommerce, Mark Leach, had an ambitious growth strategy; to increase conversion, grow online revenue and expand further into international markets.

Through a fully-localised global e-commerce platform, Graph helped Graham & Brown achieve these objectives. Their solution has expanded the online brand into new international markets and they are now shipping to over 75 countries. The streamlined site has increased conversion, mobile sales and annualised revenue.


Ecommerce strategy

 Graph knew they needed to optimise each element of the ecommerce shopping experience. This meant getting first time visitors to product information quickly, incorporating a fast, predictive search, personalising offers and bundles and enabling customers to shop in their own language with fully translated content.

They planned for extensive ecommerce integration with multiple warehouses, stock control and back-office order systems. Their solution would present customers with accurate shipping costs, calculated against DPD and UPS databases, be able to print shipping labels and handle ship-to-store scenarios.

In addition, they wanted to optimise the mobile and tablet experience, improve page load times and provide a friction-free checkout process that supports the preferred payment providers across in each region.


Streamlined customer experience

Graph identified where the customer experience could be improved, where and why Graham & Brown were losing prospective customers and how they could deliver a frictionless shopping experience.

They used cohort analysis to look at differences in browsing behaviour, considering when customers actually purchase, optimal conversion paths and attribution modelling to understand the impact from each channel.

They used this data to create a frictionless shopping experience that would guide more customers through to a successful checkout.


A website that converts

The site now boasts curated landing pages, an advanced search tool, a live translation service and a high-converting checkout. The site’s navigation has been optimised for tablet and mobile devices, providing easy access into collections, product ranges and inspirational content.

  • Highly improved customer experience
  • Improved mobile and desktop navigation
  • Predictive and advanced search
  • Data-driven merchandising allowing for personalised offers and bundles
  • Shipping to over 75 countries
  • All content in 8 languages
  • Integration with 2 warehouses
  • Integration with global and local payment providers
  • A live translation service
  • Flexible landing pages
  • Country-specific pricing, inventory and shipping costs
  • Optimised checkout


“I’d like to thank you all for the work you have put in. A fully-responsive, international site that has seen conversion improve by 50% is a clear sign you have made something that is going to serve our business profitably, for years to come.”

Mark Leach

Head of Ecommerce, Graham & Brown


About Graph Digital

Graph is a digital experience and technology company. They have worked with brands such as AEG, the BBC and Victrex Plc. to deliver the perfect customer experience, using the best technologies available and rapidly move the businesses forward.