Miniso SEO Case Study | Ecommerce SEO Agency

Proving the value of Ecommerce to a bricks & mortar retailer

MINISO, a prominent lifestyle retailer with over 26 stores across major UK high streets and shopping centres, faced a significant challenge with its existing e-commerce website. The platform was not optimised for high performance, which was necessary to grow MINISO’s ambitions.

The primary challenge was making e-commerce a viable option despite the low average retail price (RRP) of products.

CHALLENGE

Basket size was low given low RRP product range.
Implementation of any innovative strategies required extra development resource due to the legacy setup issues.
Complicated user journey effected the conversion rates even for the high intent traffic.

STRATEGY

Honcho was appointed to overhaul MINISO's online presence, taking comprehensive control of the e-commerce strategy. The goal was to design a user-friendly, high-performing website on the Magento platform that would enhance customer experience and consequently, increase sales. Key strategic initiatives included:

Mega menu implementation: To improve customer navigation and reachability, facilitating quicker and more intuitive access to a wide range of products.
CRO led wireframes: From homepage, PLPs to product pages, we crafted the new more convertible landing pages after a lot of research.
Enhanced search functionality: By closely monitoring and mapping site searches to actual products and categories, ensuring users could easily find items.
Redirection management: Effective implementation of redirects to minimise bounce rates and lost traffic.
New categories and content: Creation of engaging, conversion-focused content and establishing new categories to diversify and expand the product range.
Cross-linking strategy: Implemented product to category cross-linking which enhanced internal traffic flow and improved SEO rankings.
Delivery tracker: Integrated a tool that indicated the gap to qualify for free delivery, encouraging customers to add more products to their shopping carts.
Optimised on-site information: Strategically placed delivery and returns information on product pages to alleviate consumer purchase hesitations.
Button colour optimisation: Conducted A/B testing on different button colours to determine which garnered more clicks and led to higher conversions.
Simplified checkout process: Introduced a single page checkout to reduce cart abandonment and streamline the purchasing process.
Homepage strategy: Strategically utilised the homepage to direct traffic to high-margin products to maximise profit.
Data-driven product groupings: Analysed previous order data to optimise product groupings on site, increasing average basket size.

RESULTS

The new strategic approach reaped significant benefits post-migration:

Basket Size: Increased by 56.25% within the first month after launch.
User Growth: Grew from 23% pre-migration to 44% year-over-year post-migration.
Conversion Rate: Saw a dramatic increase of 140% post-relaunch.

Ongoing Experiments

Honcho continues to push the envelope by experimenting with innovative techniques to further enhance site performance:

Content Generation: Evaluating the performance impact of AI-generated content versus human-created content.
Layout Testing: Testing different placements of copy above on desktop and below on mobile product pages to optimise visibility and conversion.
Product bundles and groupings: Using dynamic orders data to create new bundles and groupings in order to increase the basket size

Conclusion

The comprehensive overhaul of MINISO’s e-commerce site with focus on strategies that not only brought more traffic but also encouraged users to buy products in a frictionless manner. This not only transformed the digital shopping experience for customers but also significantly boosted their online sales and market presence.

"We are thrilled with the results achieved through our partnership with Honchō. Their expertise in ecommerce strategy and Magento development has completely transformed our online presence. Since the migration, we've seen a huge increase in conversion rates and a average basket size.Honchō's data-driven approach to SEO and focus on user experience have been instrumental in driving significant growth for MINISO's online sales. We're excited to continue working with Honchō as they explore innovative techniques to further optimise our website and enhance the customer journey."