Matt Britton
A new website and digital marketing solution that wiped the floor with the competition
Matt Britton is one of Ireland’s leading names in luxury hardwood floors, carpets and rugs, with over 25 years offering premium products and services, and stores in Dublin, Wicklow, Cork and Kildare.
The brief
The Matrix partnership with Matt Britton involved two distinct but complementary aspects — a new website and a highly targeted digital marketing solution that wiped the floor with the competition — attracting 30% more users and boosting conversions by 13% in the first quarter since launch.
The design and development project was part of Enterprise Ireland’s Online Retail Scheme, the State-funded eCommerce programme introduced during the pandemic.
Once funding was confirmed we enhanced the proposal to include an integrated digital marketing strategy aimed at reaching the KPIs we set during the discovery phase.
Project overview
We designed and developed a site with a truly interactive and engaging user experience. The platform balances elegant visuals and a seamless user journey with powerful online interior design tools. The augmented reality Floor Visualiser allows users to upload a photo of their room to see exactly how each flooring option will look in their home.
And with the new Rug Builder, customers can design their own rug of any size, from a wide range of designs and materials, and receive an exact quote before agreeing to buy.
This premium UX reflects Matt Britton’s high-end products and customer service, while the proactive and versatile digital marketing strategy has delivered tangible results.
Key features
- High-end visual aesthetic, from high quality images to elegant minimal design;
- Integration with Matt Britton’s ERP system, eGizmo;
- Rug Builder integration — customers can design their own rug of any size, with a wide range of designs and materials;
- Floor Visualiser — customers can see how any Matt Britton floor covering will look in any room, simply by uploading a photo;
- Bespoke system to calculate costs, as carpets are sold by the square foot;
- Efficient process to order free samples, with a max quantity so system can’t be abused;
- Book an appointment with Calendly integration;
- Multicurrency built in, to facilitate international sales;
- SEO: Improved mobile and desktop speed; improved domain authority score, set meta descriptions for the site;
- Google Ads: Well-structured campaigns with a clearly defined strategy at each level (campaign level, group level and keyword level);
- Continually updated Google Ad copies and extensions, based on regular report stats.
- Ongoing optimisations through continuous learning, competitor audits and market/competitor research.
Goals
To position Matt Britton as Ireland’s leading floor specialist, through UX transformation, and a complementary digital marketing strategy.
- To increase turnover and leads through a revamped eCommerce platform and integrated digital marketing strategy;
- To streamline online ordering process for carpets, as part of overall enhanced UX;
- To scale up brand awareness and customer acquisition through evolving targeted campaigns;
- To create a sustainable long-term digital strategy, and train Matt Britton staff to become self-sufficient.
Process
From UX workshops to world-class development, backed by a highly targeted digital marketing campaign.
- Questionnaires, followed by workshop with key stakeholders, to create user personas, functional spec and user journey wishlists;
- Sitemap created, based on the needs of the personas and user journeys discussed in the workshop;
- UX/UI design phase, from wireframes to iterative design process;
- Multi-stage development phase, with ongoing client feedback on the test site;
- Comprehensive QC phase, before CMS training and live launch.
- Digital marketing workshop with client to set campaign goals and KPIs;
- Digital marketing roadmap as a foundation for an integrated, dynamic strategy;
- Regular reports to Matt Britton, with actionable stats and metrics.
Impact
Tangible results through enhanced UX and ongoing marketing success for Matt Britton.
- Over 30% increase in new users in first quarter;
- Overall conversion rate increased by over 13%, and conversions through form submissions up by 21%;
- 31% jump in the number of sessions since launch.
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