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We were able to build on our earlier success to deliver a content-led dynamic eCommerce site.

Customer experience

This project was in many ways based on the client's desire to implement a true enterprise level eCommerce platform, packed full of the features leading eCommerce players expect. In addition to this we've built a real relationship based on collaboration, frequent communication and friendship.

Across the site, we've worked with them to improve customer experience; everything is about encouraging a customer to convert a visit into a sale.

On the product page, a revamped option selector provides visitors with a wizard that walks them through selecting product options. From fabric colour to mattress tension, the website intuitively guides the Fishpools' customer through the process.

This project was all about User Experience and Multichannel retail. Fishpools already had an industry leading website; this project was about finesse.

“Iconography took on and delivered against our very challenging brief. We have found them quick to respond to our many questions and requests since the new site went live in December 2013 and we have a positive and productive working relationship.”
- Fishpools

Fishpools were already able to list complex products, but a full integration with v12 Finance gives them a whole new avenue for selling. In fact, Fishpools have already reported that they've seen higher average order values and increased conversion rates. Even better, by matching it to their quotation system, they allow their customers to complete a purchase online. Previously, those completions would have taken the full attention of a member of staff for up to 40 minutes!

Multiple page designs

The customer experience is very dependent on the product they want to buy. The site journey changes as a customer chooses different products. 

A/B testing

How do you keep the best the best? Evidence based testing with real customers. Careful analysis of data informs sensible site changes. 

Retrieve a quote

Through integration with their EPOS provider, Fishpools' customers can retrieve in-store quotes and complete payment online. 


Increased order values and conversion rates, as well as a huge time saving in-store. Online checkout with finance is a no brainer!

Automation is the name of the game here. Wherever there was a way to save Fishpools time, we've set up an automatic process. Stock messages, Meta Titles, product overlays and mailing lists are all automated to reduce time and effort. We have invested a large amount of design and development to improve IXO Commerce and we have successfully created an effective eCommerce platform capable of easily selling the most complicated products.

With major modifications to functionality, we knew that we had another challenging build in front of us; it had to be ready for the Boxing Day sales. Rising to the occasion, the Iconography team was able to provide a fully functioning site to Fishpools in under eight weeks and the site went live with two weeks to spare!

Built on our core B2C eCommerce platform
Built on our core B2C eCommerce platform

Enterprise level eCommerce, tailored for each client by our team of dedicated developers. XTRO eCommerce features a comprehensive suite of leading edge features, including personalisation and intelligent merchandising to drive performance and deliver higher levels of user engagement and conversions.

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