Domino Records

Catapulting music sales to new heights

11:11 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.


  • 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.


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'

With thanks

Another Kind (UI design & development)

Infinite Spark (development)

Type A (SEO)

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