Agency: Ridgeway

Atkinsons Achieves Ecommerce Gold Standard

The Challenge

Atkinsons is a family run bullion and coins business with over 25 years in the industry. They needed a new website that was secure and reliable and echoed the premium nature of their products. The website needed to offer an intuitive purchasing process for customers that enables them to view and securely purchase products at real time prices.

The Strategy

The Ridgeway team integrated the new website with a variety of systems including live pricing via the gold and silver index. Code was built from scratch so that if prices fluctuate dramatically, phone only mode is activated which means customers have to purchase over the phone. This functionality removed previous problems Atkinsons had experienced with live pricing causing prices to drop to zero value, resulting in unhappy customers and abandoned purchases.

Atkinsons required the site to be integrated with Brightpearl, their stock management system, this enables the team to keep their products and details up to date using one login, improving efficiencies for the business.


The third integration that has made this site so successful is Trustpilot. Five days after an order is placed a customer is encouraged to fill out Trustpilot and provide feedback on their purchase. Various 5* customer ratings have been left on the website, often praising the website as ‘well implemented’ and ‘a great improvement’. This form of social proof reinforces trust and supports the conversion to sale.

Atkinsons saved time and budget on the build with Ridgeway’s exclusive Ecommerce Accelerator, which uses tried and tested ecommerce functionality as a base. This freed up budget for our strategists to work closely with Atkinsons to carefully design a site experience based on the needs of their key audiences – from first time buyers to regular investors. On top of this, we have built a modern and stylish user interface that reflects Atkinsons’ authority in the field.

The Results

The impact of the new site has been significant on all levels. In the six months after launch the site achieved an impressive:

  • 126 per cent increase in revenue
  • 98 per cent increase in average order value
  • 14 per cent increase in transactions.

Phase Two

The client was so happy with the ROI that they quickly put a second phase of development into action.

In the second phase of the project, our client wanted to achieve another ‘wow’ factor with some exciting new features, including content marketing via a new charting page and increased efficiency for the CMS team.

This is the growth we have seen, comparing the recent two month period, March – May 2017 with the same period last year:

  • Visits have increased by 39.05 per cent
  • Transactions have increased by 29.55 per cent
  • Pageviews have increased by 27.87 per cent
  • Mobile and tablet traffic has increased by 55.44 per cent.

The Atkinsons team is currently scoping out a roadmap for future projects, and we’re really looking forward to taking on the next phase with the team.