Delivering a handcrafted ecommerce strategy to help a handmade jewellery retailer shine


Ecommerce Development | PPC | Email Marketing

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The challenge

Henryka is a boutique jewellery brand operating solely online, but with products also being sold by select in-store stockists. The unique selling point of Henryka’s jewellery range is the use of natural gemstones, including Baltic amber, amethyst, coral, rose quartz, turquoise and more. With each piece crafted by hand, the brand strives to capture the essence of the natural world with unique designs and hand-picked gemstones in its jewellery collections.

With multiple team members accredited in Google advertising, Henryka approached Land Digital to help the brand leverage the Google Ads platform to showcase Henryka’s diverse range of handmade jewellery products and convert users actively searching for products like theirs.

With an existing site housed on Magento 1, the business faced a number of technical challenges that hampered its efforts to grow efficiently and effectively. Recognising our ecommerce development experience and expertise, they asked us to migrate their existing site to a more suitable ecommerce platform that not only provided better technical functionality to customers and admins but also allowed Henryka to expand its operations with a new wholesaler portal.


The process

Beginning with in-depth research into the business’s current online activity, product collections and existing ecommerce platform, we gained a deep understanding of how the business operated and what the overarching objectives for the project were. This allowed us to create a multifaceted online marketing and ecommerce development strategy to help the business achieve these objectives.

From a digital marketing perspective, we set about utilising pay-per-click (PPC) advertising exclusively on Google Ads. This activity incorporated Google search advertising, in which we created structured campaigns focused on key product categories, targeted highly relevant product-related keywords and wrote best-in-space ad copy and on-page copy for maximum relevance from the ad to the page. We used Google Shopping activity to identify key product demands, allowing us to further enhance the text ads for Henryka as we could budget each campaign based on demand for each product.

Drawing on our team’s experience with content marketing, data analysis and Google advertising, we focused on crafting relevant, persuasive, high-quality ad text designed to drive traffic primed to convert into sales. For optimal results, this required us to continuously monitor, measure and refine performance in the long term.

The ecommerce development process began by identifying a suitable ecommerce platform on Shopify that met all their technical requirements while also minimising maintenance costs.

Due to the complexity of successful platform migrations and required URL structure changes, we placed a huge emphasis on the planning stages to ensure all deliverables were achievable. Breaking down the migration into two overarching categories - data and SEO - we identified which elements were critical to the business to ensure all essential data was transferred over to the new platform to account for the new URL structure, metadata and inevitable changes to the checkout flow.

In addition to the site migration project, our skilled ecommerce developers began building a custom wholesale portal hosted on a separate Shopify platform. Specifically geared towards wholesale buyers, this would provide a secure portal for wholesalers to access Henryka products in bulk, while also offering Henryka’s business development manager an effective sales tool via which to grow this side of the business.

Since the launch of Henryka’s new Shopify platform, we’ve also implemented a targeted redesign across the site’s homepage, category pages and static customer information pages (such as the About Us page).

This redesign activity sought to improve the navigation, flexibility and information hierarchy of key pages on the website through the following updates:

  • Introducing a clickable carousel of category page options on the homepage, giving users more navigation options without adding any visual clutter to this important page
  • Incorporating clickable imagery on category pages to allow for navigation to relevant subcategories in a streamlined and visually engaging way
  • Utilising the brand colour palette to highlight key information and enhance the visual hierarchy of the homepage
  • Adding editable text blocks to the homepage to provide the client with greater flexibility when making future updates to headings, calls-to-action and more
  • Reflecting all design and layout updates across customer information pages to ensure brand resonance and uniformity throughout the website
  • Ensuring responsive mobile designs that deliver all of the benefits of these changes while respecting the unique requirements of the mobile browsing experience

The result

The business experienced sustained triple-digit revenue growth since moving to a new platform and refining its paid marketing strategy.

The key to the success of each element of this project has been in the meticulous planning and execution throughout, ensuring that every detail is accounted for to optimise Henryka’s return on investment.

Pay-per-click advertising through Google delivered successful results with regards to both engagement and revenue - with a 75% uplift in clicks, a 90% rise in the number of sessions and a 27% conversion rate, which translated into a 109% revenue increase in 2020 compared with the previous year.

Through constant performance monitoring and refinements to our bidding strategies, keyword and audience targeting and ad text, we were able to fine-tune key metrics such as click-through rate and cost per click to drive highly relevant traffic to the Henryka site in a cost-effective way. The keys to our success were continuous testing, close collaboration with the client on key product ranges and razor-sharp keyword targeting.

The new ecommerce site has been successfully migrated from Magento 1 to Shopify, providing a more user-friendly backend interface that allows the client to manage product inventory and essential site maintenance more effectively.

Particularly since its more recent design updates, the new Henryka website also places far greater emphasis on the user experience, offering a streamlined customer journey throughout the site to make browsing and purchasing jewellery more accessible for all.

We’ve since worked with the business to implement Klaviyo’s state-of-the-art automated email marketing flows for the new and improved Henryka website. As part of this activity, we created a range of bespoke email flows triggered by user behaviours such as browse and cart abandonment and mailing list signup. The triggered emails engage the right users at the right time to capitalise on every available sales opportunity for the brand, delivering highly valuable passive revenue in the long term.

With a secure wholesale portal alongside the B2C ecommerce platform, Henryka is now fully equipped to implement a focused wholesale client strategy to grow this area of their business. The portal not only provides a secure procurement space for pre-approved account holders but also offers a valuable sales tool for marketing this area of the business.


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