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From thought to expression
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Domino Records
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Catapulting music sales to new heights
www.dominomusic.com11:11 relaunched the e-commerce platform of Domino, one of the UK's largest independent record labels, taking over £1million annual revenue.
Key objective
Increase sales conversion rates by building the storytelling around Domino's artists and improving the shopping experience on all platforms, most especially mobile.
Our delivery process
Discovery & definition
- Interviews with senior stakeholders.
- Review of site analytics to identify opportunities.
- Key recommendations, business plan & budgets.
Wireframing
- Developed new site architecture.
- Planned enhanced customer journeys.
- Created clickable prototype for user and stakeholder testing.
Design & deliver
- Ran the proposal process for supporting agencies.
- Managed internal back-end development team.
- Developed new bold visual styling with Domino’s art director.
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Results
Domino has seen a significant boost in both revenue and traffic since the relaunch of the site.
4x improvement in conversion rate
90% increase in page views
2x increase in back catalogue sales
4x customers rated the site as 'easy to use'
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