The top Rolex accessory manufacturer overhauls their website for massive growth.
Everest Horology is a purveyor of the finest aftermarket watch strap available for Rolex watch straps that are “over-engineered to the precision standards of a Rolex.” Ethercycle worked with Everest, to build a Shopify-powered store to display their luxury products in an educational and engaging way.
As watch-enthusiasts and customers of Everest products, we had first hand experience and loved Everest Bands products. We know that we had to communicate the quality of the product to customers in a way that got them as excited about the straps as Michael, their inventor, has been.
"After Kurt and his team organized a very large list of items, they quickly went to work on fixing those issues and many more. They were affordable, great to work with and quite frankly nice. They didn't talk down to me or talk over me. Instead they mapped a great plan for our website's success and I intend to use them to keep helping us sell more product." Michael DiMartini, Owner
What happens when a Rolex accessory manufacturer and Ethercycle team up? A 600% increase in sales.
To achieve the revenue-boosting conversion lift they needed (while delivering the highest possible return on investment), we decided to modify an existing Shopify Premium theme as opposed to building a new theme. We went with the proven power of Parallax because it is a phenomenal theme for showcasing the stunning product photography we'd created for the brand.
Boosting their conversion rate was a two part process. The first step to conversion rate optimization is simple: I walk through a store and try to buy something. I write down every single thing that creates any friction at all for me buying the product. Every pain point, point of confusion, barrier to entry, objection, and eyebrow-raising or frustrating thing. Solving just those problems can be enough to double a site's conversion rates.
The second part was to take a deeper dive in to why customers were buying. We surveyed Everest’s existing customer base with a single question: “How would you feel if you could never wear your Everest Band again? Why?” That question revealed the psychology behind why people were buying and even misconceptions about the product. We realized we had an education problem. Using the answers from the survey, we rewrote headlines and product descriptions, and then hugely expanded the product descriptions to include a custom layout that educated the consumer about the benefits of owning an Everest Band.
Everest is a luxury brand, and I think luxury prices demands high-touch customer service. But that’s time consuming. So we came up with a clever solution. We set them up with email marketing automation that put a high-touch customer services strategy on auto pilot. A new customer buys, they get what appears to be a personal email from the owner. Repeat buyer, a thank you email. Buyer hasn’t shopped in awhile? We email them with product suggestions based on past purchases. All automatically. Email automation is practically magic for customer service.
One of the unique features we built in to site is a watch selection slider. The home page and landing pages features a slider that asks people to select their watch. By doing this upfront, we only ever show people products that fit their particularly product. It also lets us “hold up the mirror” and show shoppers very quickly what the brand is about. If someone owns one of the featured Rolex watches, they’ll recognize it immediately, and be driven by curiosity to see what offerings fit their watch.
For marketing automation, we used Klaviyo Email Marketing which I highly recommend. To drive traffic, we’re using YotPo to post social links, Google Shopping for search traffic, and PerfectAudience for retargeting on Facebook. We’ve diversified Everest’s ad spend for maximum ROI.
Ultimately we created a theme that served both the Everest brand and the consumer by communicating the overwhelming quality of the product. That combo resulted in an immediate surge in sales, that paid for the project within 72 hours of going live. With ROI like that, the Everest team has launched two new products, and are looking for their fifth. We can't wait to see it.