71-75 Shelton Street
Covent Garden, London,
WC2H 9JQ
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Blake Mill had built a distinctive position in luxury British menswear with bold, artistic shirts for confident men. But the website was failing to convert the brand's ambition into revenue. Conversion rates sat at 0.85% against an industry median of 2.4%. Marketing spend focused almost entirely on end of funnel activity with no structured approach to brand awareness or customer acquisition. Paid social had never delivered positive ROI, yet remained the primary traffic source. The store was leaving money on the table with every visitor.
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We implemented a complete commercial transformation. Our 357 point CRO audit identified critical friction points in the mobile experience, product pages and checkout journey. We restructured their marketing investment: 70% into brand awareness and top of funnel activity to feed highly converting retargeting campaigns. We introduced email automation, customer journey optimisation and gender specific buying triggers after discovering that male purchasers require different information than the predominantly female fashion benchmarks suggest. Every element was designed to turn browsers into buyers.
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