Website and data refresh boosts online growth for YuMOVE
YuMOVE, the UK's #1 veterinary joint supplement brand, boosted its online revenue with a refreshed website and modern data strategy
Case YuMOVE
YuMOVE wanted to expand its market share and increase online revenue but was held back by a legacy tech stack. IONA helped drive ecommerce growth by refreshing their website and equipping their team with the tools needed to make quick content updates, utilise personalisation capabilities and drive recurring revenue through subscriptions.
The Challenge
YuMOVE wanted to grow online revenue and prepare for future international expansion but was held back by legacy tech and processes. Their Shopify theme was hardcoded, and change was difficult to manage; updating content on their website was slow and needed developers, the conversion rate was low, and they weren’t using data to its best potential. A transformation was needed to drive repeat purchases, increase conversions, and give non-technical teams the tools to make quick content changes.
The Solution
From frontend to warehousing and logistics, our team created a proposal for a Minimal Viable Product (MVP) that included a refresh of their Shopify-run website, a domain migration for their US website, and a strategy for collecting and using data to provide better value for their customers.
Using the Dawn theme, we upgraded YuMOVE's store from Shopify 1.0 to Shopify 2.0. The newer storefront theme is faster and boasts more marketing tools, app integrations and customisation options. YuMOVE’s content stakeholders can make frontend changes without developers - speeding up the time-to-market for product releases, marketing campaigns and content updates.
We piloted the website refresh in the USA first and rolled out it across the UK later. As warehousing and logistics worked slightly differently across the two countries, the solution was needed to integrate with the UK’s own-run warehouse and the USA’s external fulfilment partner. There was also a domain migration from yumove.com to us.yumove.com to prepare for expansion into future markets.
To increase revenue and conversion rate, our team built a data strategy and onboarding journey to drive relevant product recommendations, increase subscription purchases and offer a curated customer online experience.
The Results
The new site saw a 27% uplift in online conversions within the first month - which increased by another 32% in the second month of IONA fully managing the account. One of the key goals for YuMOVE was to drive repeat purchases - switching customers from one-time purchases to recurring subscriptions. Since the launch, subscription revenue also increased by 25%.
The project saw YuMOVE’s data increase from 10-15 data capture points per week to over 1,000 per week immediately post-launch, making it possible to continually improve product recommendations and deliver curated experiences into the future.
