The Danish label came to us take their brand to an online audience, specifically targeting the Scandinavian and British markets. With their existing non-transactional brand site already attracting 1,200 visitors a day, we were tasked with increasing this number, as well as growing their 14,000 person database.

drivebusiness have continued to work with DAY Birger et Mikkelsen to further develop their site. Recent additions include a renewed checkout process which implements some stylistic and functional redesigns aimed at increasing conversion rates and reducing abandonment.

drivebusiness built a fully transactional e-commerce site which brought DAY Birger et Mikkelsen's elegant Scandinavian style to an international market. The site design was created to complement DAY's existing online identity, making the most of the popularity and strength of the brand.

Also through some key changes to the design of the checkout process we created a sleek, reassuring customer journey from basket to completion. The checkout was designed to complement the look of the site and to draw in the customer, keeping their attention throughout the payment process. As well as design alterations we also implemented some analytical changes to improve order tracking.

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Using the brand’s existing imagery as a starting point, our creative team worked closely with our developers to produce an on-brand online experience. Bespoke developments included a ‘Shop the Look’ feature, allowing customers to buy the pieces seen in the label’s campaign imagery and a mini-basket facility.
The site is multicurrency, incorporating the Swedish Krona, the Danish and Norwegian Krones, the Euro and Pounds Sterling. GeoIP technology automatically displays the user’s local currency. In addition we integrated the site with DIBS payment system.
To support and grow the new site, our expert online marketing team delivered a winning strategy, including PPC and SEO campaigns in Denmark, Norway, Sweden and the UK. Following a successful start, we went on to run local language PPC campaigns. SEO activity included optimisation of on-site content and Google shopping product feeds.
We also helped grow the brand’s social media offering, running Facebook ads and adding ‘like’ buttons to the site, in addition to developing their You Tube page.

The checkout redesign included a progress bar was added at the top of the page so that customers can track the progress of their purchase, and a ’guest checkout’ for new customers which simplifies the process. Enabling customers to provide details after purchase to make future transactions easier.
A basket summary on all pages constantly reminds the customer of what they are buying and the total cost. The help, delivery and customer service details havealso been made more visible throughout and distracting content such as brand information has been removed, in order to keep the customer focused on completing their purchase.
Finally, call to actions have been made clearer and more consistent, and the URL structure has been improved for the purposes of tracking in Google Analytics.

As a final link in the online shopping chain, our talented customer services team deal with all shopping enquiries.

In the four months since the site went live, there has been a 22% increase in traffic and a 96% increase in transactions from the first month of trading to the fourth.
Our PPC activity accounts for 45% of the site’s revenue and our Facebook activity has resulted in an 80% increase in fans.

In the first month since the checkout redesign, conversion rate has increased by 20% and checkout abandonment rates have decreased by nearly 30%..

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Nigel Hall

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