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LAZY dogz: Increasing eCommerce Conversion


Increase in eCommerce sales.


Conversion rate.


complete agile strategy.

The Brief

LAZY dogz are a premium slipper company, who approached us with a view to increasing sales through an eCommerce project.

Transactions in their first two years of trading had not performed as well as they had initially hoped for, and so we were tasked with creating a strategy to boost their performance.

Their website had been developed with an aesthetically pleasing style, but the conversion rate was far too low, and the amount of traffic they were attracting was minimal.

Our agile approach to digital marketing meant that LAZY dogz wouldn’t be constrained to a single strategy, and that multiple elements could be tested and then optimised or dropped, based on their performance.

The challenge was simple: increase LAZY dogz’s overall conversion rate and increase revenue.

Our Solution

As with any start up brand, budgets are limited, and this was the biggest challenge we faced.

Our various tests and efforts were constrained by the amount of money we had to test with.

Fortunately, due to having access to past data, we were able to exclude certain tests and mediums that had not converted well in the past.

This included the usually popular route of Facebook advertising. With this knowledge, our strategy was initially focused on determining which marketing methods would attract the most leads in the shortest period of time.

To do this, we tested multiple advertising forms and refined the audiences that were being targeted on each social media platform.

The second issue that we were tasked with tackling was the website’s low conversion rate.

Whilst we already knew that Facebook advertising does not convert well, we knew that the platform couldn’t be ignored.

So that potential customers could get a tangible feel for the quality of LAZY dogz’s products we created tactile product videos that would sit on their Facebook page.

After this was done, we moved forwards by utilising a mix of organic SEO, social media marketing, content marketing and paid media as part of the campaign.

The Results


Increase in eCommerce sales


Conversion Rate

Our work increased the site’s overall conversion rate to an impressive 8.7%.

eCommerce sales went up by 388% year on year.

"The Source delivered a brilliant campaign that really boosted our online performance. The agile strategy they developed helped us increase sales, by quite a significant amount. We're delighted to work with them. "

Mark Newman, National Brand Manager