Transforming Online Presence for a Luxury Bathroom Retailer

Client Overview

Our client, a London-based retailer of luxury bathrooms, holds a competitive edge with proprietary design software offering unparalleled speed, quality, and VR previews. However, these unique features weren’t effectively communicated on their website, and prospective customers were often unaware of what set them apart from competitors. With new video content available, the client sought a full website redesign to boost engagement and support both online and high-street sales.

The Challenge

The client’s existing website underperformed in driving both leads and conversions. Their goal was to integrate new video content to highlight unique selling points while supporting an omnichannel approach that aligned e-commerce with their high-street sales strategy. Maintaining the existing tech stack, with e-commerce links to their ERP system, was crucial. Belucidity’s task was to create an engaging, conversion-driven website that reinforced brand identity and prepared the client for future online sales expansion.

Our Solution

Belucidity’s approach prioritized lead generation for high-street sales while setting the foundation for future e-commerce growth. This strategy combined in-depth customer insights, performance data, and stakeholder feedback, all implemented with Agile SCRUM methodology to deliver a site optimized for both user experience and operational efficiency.

Here’s How We Made It Happen:

1. Data-Driven User Journey and Site Architecture

   
   

   We leveraged a product experience insights platform, alongside feedback from Sales and Customer Service, to design a customer journey that ensured easy access to information at every stage. Importantly, the site’s e-commerce features were crafted to complement—not detract from—high-street sales, supporting each channel’s unique strengths.

   
   

2. Enhanced Brand Messaging and Emotional Appeal

   
   

   While the brand had previously emphasized technical features, we shifted the narrative to also highlight the expertise, passion, and emotional connection with luxury products. This dual approach gave the sales team tools to foster a stronger connection with customers, increasing engagement and alignment with the brand’s luxury image.

   
   

3. KPI-Driven Functionality and Performance Tracking

   
   

   We established KPIs for new features such as the favourites tool and mood boards, which were directly tied to time savings during customer qualification. By creating custom tracking fields in the CRM, we could accurately attribute marketing and site performance to each sale or lost sale, enabling real-time insights into the customer journey and conversion process.

   
   

4. Responsive and Interactive Site Design

   
   

   Working with the client’s design partner, we produced a responsive prototype to optimize the mobile-to-desktop “hand-off” identified in our research. Tested extensively with Sales and Management stakeholders, we delivered an MVP site design focused on quick wins, channelling additional feedback into future development phases to maintain the client’s competitive advantage.

   
   

5. Optimized Project Management and Testing

   
   

   Using Agile, SCRUM methodology, we coordinated external developers, the client’s back-end team, and an overseas ERP partner. This approach allowed us to manage the MVP scope strictly, delivering key benefits quickly while using ongoing stakeholder feedback to refine future iterations. Our focus on phased rollouts ensured the client saw revenue gains swiftly without falling behind competitors.

   
   

6. Custom Content and SEO Improvements

   
   

   We created new video content, which resulted in increased page session duration and higher conversion rates among users who viewed the videos. Additionally, custom photography aligned with the brand’s luxury feel, replacing stock imagery and increasing user engagement.

Results

Delivered within 17 weeks and on budget, the new website achieved measurable gains, contributing to a 43.5% revenue increase over the following 12 months.

Key Outcomes:

• Conversion Rate: Increased to 3.6% (up from 1.2%)

• Bounce Rate: Reduced to 27% (from 63%)

• Google Ads Conversion Rate: Increased by 38%

• Sales Efficiency: Favourites and mood board tools reduced qualification time, directly linked to increased sales per salesperson.

• Enhanced Tracking: New KPIs for video engagement and interactive tools provided clear attribution of online efforts to sales outcomes.

  
  

Resource Highlights:

25 days for graphic design, 5 days for prototyping, 37 front-end days, 96.5 back-end days, and 18 days for testing.

Conclusion

Belucidity’s focus on stakeholder collaboration, strategic KPIs, and phased delivery ensured a seamless, customer-centred digital transformation. The new site not only aligned with high-street sales but also prepared the client for future e-commerce growth, demonstrating Belucidity’s commitment to delivering agile, measurable, and revenue-driving solutions for SMEs.