01
Platform
The heart
A targeted rework of the existing Shopify store: a regrouped homepage with client logos and Trustpilot scores, clearer product pages and a simpler path to purchase, followed by A/B testing and regular CRO.
Clocking Systems
Massive sales boost? *It's about time.*
A targeted rework of an underperforming Shopify site for a family business with more than 40 years in time and attendance, turning plenty of leads into far more sales.
The numbers
68%
Increase in revenue
50%
Increase in transactions
30x
Increase in new customer set-ups
02 / 06
The challenge
Plenty of leads, *not enough conversions.*
Clocking Systems is a Yorkshire-based, family-owned business that has supplied clocking-in machines and time and attendance systems for more than 40 years. It sells its own products and systems from leading manufacturers to more than 50,000 businesses, from small independents to Subway, Costa Coffee, O2 and Rolls Royce.
Its two core divisions deliver mail-order clocking-in machines and DIY-fit swipe card and biometric systems across the UK, alongside fully installed products with on-site training and after-sales support.
The Shopify site, built by an external provider, attracted plenty of leads, but conversion rates were lower than expected. Its audience includes both small and larger businesses, each with specific needs and roles, and customers found the site a little confusing, so the bounce rate was high. Clocking Systems came to us with a list of improvements that needed to happen fast.
03 / 06
The B2B lead generation system
The parts of the system we used.
This project focused on one part of the system: the platform. Rather than rebuild, we reworked the existing Shopify site so the visitors it already attracted were more likely to buy.
The system diagram is drawn here by the page script, lighting the parts that have copy below.
02
CRM & data
The brain
03
Reactive
Availability
04
Proactive
Broadcast
05
Thought leaders
Personal brand
06
Citations
Third-party proof
04 / 06
What we did
Iterative changes, *not a full rebuild.*
Square 1:1
Step 01
Improve, don't rebuild
After a series of workshops and meetings with Clocking Systems, we chose to develop and enhance the existing Shopify site rather than go back to the drawing board with a full new build.
Square 1:1
Step 02
Rework the homepage
Our design team replaced a rigid, blocky homepage with products and information grouped by each core area of the business, simplifying the journey and giving compelling reasons to buy. A rotating carousel of notable clients adds social proof.
Because the business puts great emphasis on customer care, its Trustpilot scores sit at the top of the homepage, with thumbnails and links to real customer reviews below the fold. The core card clocking-in systems, which sell in volume at a good margin, stay prominent, and the new SaaS product holds a key position.
Square 1:1
Step 03
Simplify product pages
Product pages now bring more information forward and feature product details more prominently, with a focus on simple purchasing. A series of A/B tests followed, and regular CRO is now under way.
A switch to a new Shopify theme was planned, to improve the experience further and let the Clocking Systems team add and rework pages themselves.
05 / 06
In their words
Partnering with Ascensor to revamp our website has been a game-changer for our business! Their expertise and innovative design have already significantly boosted our site's performance with improved navigation and a far more engaging user experience. Highly recommend their services!
.svg){kind=small}
Drew McMillan
Marketing Manager
·
Clocking Systems
06 / 06
The results
What changed for
Clocking Systems
Our iterative changes increased conversions significantly on the existing Shopify site. A series of A/B tests has been carried out and regular CRO work has begun, and we are also exploring the potential of SEO and PPC advertising to drive further growth.
R01
68%
Increase in revenue
Revenue rose 68% as the reworked site converted more of the leads it was already attracting.
R02
50%
Increase in transactions
Transactions rose 50% following the changes to the homepage and product pages.
R03
30x
Increase in new customer set-ups
New customer set-ups increased 30 times over, from the same Shopify site the business already had.
In short
No full rebuild, just *the right changes in the right places.*
39-park-square
39 Park Square
alicia-kite
Alicia Kite
ashi-group-limited
ASHI Group Limited
clocking-systems
Clocking Systems
d55
D55
deal4doors
Deal4Doors
delifresh
Delifresh
gme-group
GME Group
goldsboro-books
Goldsboro Books
gripple
Gripple
hq-dental
HQ Dental
jct600-vls
JCT600 VLS
leeds-law-society
Leeds Law Society
leon-and-company
Leon & Company
luciqo
Luciqo
luxe-by-she
Luxe by She
magnet-kitchens
Magnet Kitchens
maritime-capital
Maritime Capital
melissa-salons
Melissa Salons
mix-and-twist
Mix & Twist
motia
Motia
perfect-branded-gifts
Perfect Branded Gifts
pnc-legal
PNC Legal
proastra
ProAstra
radar-healthcare
Radar Healthcare
raithwaite-sandsend
Raithwaite Sandsend
schofield-sweeney
Schofield Sweeney
shutterluxe
ShutterLuxe
sustrans
Sustrans
tekla
Tekla
temp-rewards
Temp Rewards
the-ice-co
The Ice Co
the-marlowes
The Marlowes
yesss-electrical
YESSS Electrical
yesss-electrical-seo-ppc
YESSS Electrical
yorkshire-food-guide
Yorkshire Food Guide
yorkshire-laser
Yorkshire Laser
z2-engineering
Z2 Engineering
