New Website for Luxury Leather Brand

Leeds-based Yarwood Leather supplies luxury upholstery leather to some of the world’s most prestigious brands, including Emirates, Morgan Motor Company and Restaurant Gordon Ramsay. While the organisation’s printed literature has long been symbolic of the calibre of Yarwood’s craftsmanship and client-base, the website simply did not reflect the quality of the brand.

Yarwood came to The Bigger Boat looking for guidance and expertise for their next steps in their online story. The three-month project saw the site switch from a somewhat cumbersome Magento build to a fresh WordPress platform. Stand-out features of the new website included a bolder use of project imagery, integration of a craftsmanship video, greater use of case studies, and an intuitive colour picker for interior designers and refit specifiers.

We had become very familiar with the Yarwood business as we were initially appointed to optimise the old site; however, there were a number of existing flaws that needed to be addressed. The aesthetics and navigation did not consider the user experience, seemingly simple updates were time-consuming to administer, and increasingly, the capabilities of the old version of Magento were becoming quite restrictive. These factors culminated in the decision to move to a new site, which would adhere to the expectations of the modern customer, CMS requirements, and the luxury feel of the brand itself. 

Statistics have already shown a marked improvement on the previous site’s performance. Sample orders are up 50%, the conversion rate is up by 60%, and organic traffic is up by 20% when compared to equivalent 2016 point-in-time figures. We now support Yarwood monthly with paid search activity, conversion rate optimisation, and any further web development work as required.

Elaborating on the finished product, Yarwood’s marketing manager, Laura Wood, said: “We’re delighted with the more impactful front-end of our beautiful new website but, aesthetics aside, this project has been all about results. In the modern world of digital marketing, sites need to perform, and the heightened engagement and conversions, which we’ve seen almost instantly, are indicative of the true value of our new online presence.”

Posted by Dave Learmont on September 6, 2017