NICO Eyewear
164% conversion rate increase
Project Overview
NICO is a premium eyewear brand known for its bold designs and rock’n’roll spirit. Since 2016, it has built a loyal organic following, in part thanks to its traction with celebrities. As part of a wider strategy to take the brand's success online, we helped NICO design and develop a Shopify store.
Shopify Migration
The process began with a full migration from Squarespace to Shopify, including the secure transfer of customer & analytics data, configuration of stock & inventory management, and integration of key marketing & tracking tools.
Imagery
To support the brand's premium price point, we made sure to use high-quality photography across the site. Augustin Cross was responsible for product shots, while Henry Hewitt focused on lifestyle.
Shopify Development & Launch
With the back end configured and imagery in place, we were able to move on to development.
For NICO, it was important the site could be managed easily going forward. To facilitate this, we used a flexible plug-and-play theme, which also grants access to Shopify's suite of third-party apps.
To create a distinctive, on-brand experience, we established and codified NICO’s core brand elements, before extensively customising the theme using CSS.
Impact
Since launch, NICO has seen a 164% like-for-like¹ uplift in conversion rate, alongside a 27% increase in average order value. In nominal terms, that pushes £1m of annual sales up to £3.35m², all things being equal. The average bounce rate, which measures visitors leaving after a single page view, has also fallen by 8%, reflecting much-improved visitor engagement.
¹ To ensure a fair comparison, this data only reflects organic traffic. Paid traffic, which is generally lower-intent, reduces the overall conversion rate.
² This baseline revenue figure is for demonstration purposes only. Actual figures for this client have been kept confidential.
