“Seeing growth quicker than we expected,” says Norman Records, an e‑commerce store

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Norman Records is an online record store. It stocks hard-to-find music, particularly on vinyl. Econsultancy described Norman Records’ website as a “masterclass of ecommerce design.”

Norman Records hired us to make the masterclass even masterclassier.

A short video interview with the client

Norman Records said, “The thing that we’re most impressed by is the sheer range of things that they did for us.”

A transcript of the video

“Conversion Rate Experts (CRE) have always been on my radar. I’ve got a user experience background and I’ve worked in digital fields for 10–15 years, and they’ve always been on my radar as a company I’ve always wanted to work with.

“They’ve always been on my radar as a company I’ve always wanted to work with.”

“You just get a sense of trust. They’re very thorough. They’re very open about their approach. They’re going to deliver on what they say, and the results speak for themselves.

“The results speak for themselves.”

“Hi, I’m Nathon Raine. I’m one of the directors at Norman Records. Norman Records is a vinyl retailer based out of Leeds in the UK. We’ve steadily grown to the point where we’re taking over a million pounds a year in revenue. We’ve got 30,000–40,000 customers in our database, and a large amount of those are regular customers.

“Conversion rate is very important in particular to Norman Records. Our profit margins are ludicrously tight. Selling vinyl is not an easy business. Shipping costs are really high. We make pence per record, and so we need to be making sure that the traffic that’s coming to the website is converting as hard as possible.

“The reason we went with Conversion Rate Experts is their emphasis on methodology, on process. That you start with research. You don’t just go in there and say, ‘Yeah, let’s make that button orange—let’s dive straight into the nitty-gritty.’ They encourage you to take a step back, learn about your customers, and feed that into your A/B-testing and your multivariant testing.

“It’s been a research-based project. The thing that we’re most impressed by is the sheer range of things that they did for us. They did customer surveys for us, they did on-site surveys, exit surveys—things like that—usability testing, remote testing, analyze the Google Analytics data. It was very comprehensive. We certainly weren’t expecting to get that for the money that we put in. They’ve just really given us a thorough grounding in what our customers really think about us, and what they’re actually looking for when they come to a music retailer.

“The thing that we’re most impressed by it is just the sheer range of things that they did for us.

“We certainly weren’t expecting to get that for the money that we put in.”

“The consultant we had on our project was extremely good, very personable, communicated excellently with us, really held our hand throughout the whole process. And just made it feel like we were in control and yet—at the same—we were being led by somebody who really knew what they were doing.

“There is a team behind there, and there are other experts backing them up. The ideas that they came out with—and the big ideas listed at the end—this was a team effort.

“This project is really going to help us achieve both our short-term and our long-term goals, specifically raising revenue in the short term and then meeting longer-term revenue. And broader market and audience targets.

“We’re already starting to see growth quicker than we expected.

“We’re already starting to see growth quicker than we expected.”

“We definitely recommend Conversion Rate Experts to others. The process is sound. They’ve got expertise running throughout the whole company. Just go for it. You’re not going to be disappointed.”

“They’ve got expertise running throughout the whole company. Just go for it. You’re not going to be disappointed.”

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