< ALL CASE STUDIES
The luxury leather goods company Ghurka USA leveraged Maker to transform their digital business from each end of the conversion funnel. Maker enables Ghurka's marketing and design teams to design, deliver and test enhanced content on their product pages, landing pages, user-generated campaigns and homepage. The enhanced content has proven to increase engagement and conversion at just one tenth of the average production cost of front-end developers and agencies.
Since its beginning in the early 1970’s, Ghurka has committed itself to manufacturing the highest quality handcrafted leather goods available. Originally inspired by a suite of luggage once owned by a British Himalayan officer, founder Marley Hodgson established Ghurka to reinvent stunning leather products that could stand the test of time. After many years of working with the world's finest leathers, the Ghurka brand has become synonymous with superior craftsmanship, impeccable functionality, and quintessential American luxury. Even with global distribution, Ghurka maintains its founding mission to create the best leather goods possible by upholding superb standards at its original 20,000 square-foot facility in Norwalk, Connecticut.
The re-expansion into women’s handbags and accessories in 2014 presented an enormous opportunity for new creative direction.
With a larger market via direct retail both online and in stores, Ghurka’s VP of E-Commerce and Digital Strategy recognized the potential of enabling richer content creation, delivery and optimization through Maker’s creative platform. Ghurka's initial goals with Maker included:
• Boosting engagement and organic traffic
with authentic UGC campaigns
• Increasing revenue with enhanced, premium
content on landing pages, product pages and
eventually their homepage
The initial project roadmap was to focus on two fundamental areas; user generated content and product page content. After briefly working with and researching the production cost of creative agencies and separate UGC-specific platforms, Ghurka's marketing team determined that they could deliver the same standard of content with more autonomy and at a significantly lower cost through Maker’s all-in-one platform.
The on-boarding process took one month. Ghurka launched both their UGC campaign and several Maker enhanced product pages within the first few months. Soon afterward they began A/B testing original Ghurka product content against the richer Maker content to measure Maker's life in conversion as they continued to create and embed more product page content using Maker’s rich content platform.
Ghurka has launched several UGC campaigns since it’s initial implementation of Maker’s platform, including an ongoing “Share Your Story” gift card incentivized campaign and both a Mother’s Day and Father’s Day themed photo contest. The campaigns have engaged hundreds of existing customers in the sourcing and creation of original and media rich content. With over 60,000 views in just one year, Ghurka has experienced an impressive increase in engagement, attention and social shares with their user-generated campaign content enabled by Maker’s platform.
In the first year of implementation, Ghurka also used the Maker platform to enhance nearly half of the active product pages on their site. The enhanced product pages have performed enormously well, particularly when tested against original Ghurka content. The A/B testing from 2017 confirmed that Maker’s enriched content has improved conversion rate by an average of 82%.
In addition to launching more product pages in Q2 of 2018, Ghurka used Maker to launched a conversion driven homepage design:
Using Maker's built-in optimization and A/B testing tools, Ghurka tested this conversion optimized design against their original homepage, which was organized by category (Men's, Women's, Blog etc). The lookbook design outperformed the category variant by over 20%.
LANDING PAGES
Follow Ghurka's example and look at where your customer is directed through the conversion funnel onsite and where you can target them with enhanced content at every step. For example, from homepage to product page - which pages does your customer visit along the way? How can you use enhanced content on every page to justify value and improve conversion success rates? With Maker, you can use the same tool to improve the homepage, category page, product page and countless others while increasing conversion site-wide..
Maker's real-time testing and optimization tools enable your team to test to their heart's content. With endless variants and built-in analytics, imagination is the only limit. Test five different layouts and use metrics, not subjective opinion, to decide which design is king. Start with your top-selling product pages, or landing pages and set experiments within Maker to make data-driven design a reality.
