Weird Fish: Boosting revenue by 91%

Working as an integral part of Weird Fish’s online marketing team, toinfinity ensured the clothing retailer enjoyed its best ever year of trading online


  • Online revenue up 90.79% year on year
  • Site visitors up 88.08%, with new visitors up 58.45%
  • Returning visitors up 128.95%
  • Conversion up by 159.23%
  • Building on a successful foundation

    The Weird Fish team knew the key to driving their business forward in 2012 was building on the results achieved in 2011. They wanted to acquire more new customers while retaining their existing customers and encouraging them to spend more often.

    So they asked us to review their online marketing strategy and website performance and make recommendations for improvement. Their target was a further 25%+ growth in sales revenue. We wanted to do even better.

    Adopting an integrated approach

    To achieve this, we became an integral part of the Weird Fish online marketing team. This enabled us to apply our client-side experience and gave us a better understanding of the pressures their team faced.

    Even slight improvements to the critical elements of an e-commerce website can lead to a significant increase in overall performance. So we started by looking at where we could achieve small gains across the five key performance indicators in our 5 Ways planning tool: site visits, conversion rate, average order value, purchases per customer and margins.

    Driving the business to a more profitable future

    Once we’d completed the 5 Ways modelling, we worked with the Weird Fish team to look at how to achieve each of these marginal gains. To do this we challenged where the Weird Fish business was at that time and helped drive it to a more profitable future.

    This involved reviewing the marketing mix to make the existing channels work harder and become more profitable. It also highlighted key development projects that would lead to improvements on the website, in the customer journey and, ultimately, in conversion rates.

    Earning record revenue

    One year on, the results speak for themselves. Weird Fish had its best ever year trading online, with revenue up a staggering 90.79% year on year.

    Our website and customer acquisition online marketing strategy saw visits jump by 88.08%, with new visitors up 58.45%.

    With the customer database growing by 77.90%, analysing the data was essential. Segmenting customers by their buying behaviour meant we could be more targeted with email offers, reducing the costs and increasing the campaign conversion rate. This segmentation strategy contributed to the 6.50% increase in the average number of orders per customer and a 128.95% increase in returning visitors.

    By applying our user experience (UX) and conversion rate optimisation (CRO) experience to auditing the Weird Fish website, we increased the average length of time customers spent on the site by 5.24%. We also increased on-site conversion by a massive 159.23%.

    Would you like to boost your revenue too?

    Is your online marketing achieving results like these? If your online strategy (and your revenue) is in need of a boost, ask us how our unique Four Ways Model can help your business achieve online success. 

    Call us now on 01793 238697 to make your online marketing a lot more profitable.

    Download the Weird Fish Case Study here 

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