Welcome Georgi! What are your responsibilities on the team at Hylo?
I look after our website (conversion rates / overall health). And I also overlook initiatives on email marketing, paid activities, analytics and automations.
Wow that’s a lot to cover. Do you have support on the team?
We have two Graphic Designers, a Content-and-Campaign Manager (copywriter) and a Brand Director. All designs used for organic social posts, email campaigns, the website etc are produced in-house, as well as the accompanying copy. Separately, we handle customer service and website merchandising in the Growth Team. Our paid efforts are outsourced to a performance marketing agency. We use plenty of 3rd party tools throughout the Growth function – and overall in the business – that help us do the rest of the work.
Let’s look back on the past 12 months: What have been the big unlocks for you & Hylo?
Earlier this year we expanded to a standalone US storefront under the Shopify Plus umbrella to achieve efficiencies from a forex point of view and provide a more tailored experience to customers in the US. In Q3 we expanded into apparel with the launch of our second ever product – a premium t-shirt – and had our first pop up concession in a major high street retailer (Fenwick of Bond Street). Most recently, we introduced our second footwear product – a high performance running shoe – with plans to introduce new apparel categories in 2023. In a current volatile DTC market, widening the product range and going omnichannel through retailers is what will set us up for success.
Let’s chat about the website: How did you get in touch with Storetasker? What’s the experience been like?
I needed dev support because my role is in the “growth” vertical and website performance is very much tied to that title. I had existing Shopify skills – because I enjoyed geeking out on our site, but I’m not a full-time developer, so that’s why I needed extra support.
Storetasker came recommended, and I decided to give it a try.
Right now, we're working with Craig. He's been involved in everything from fixing existing bugs, to building out new features and sections. For example, we’re re-working our “Materials” section on the Product Detail Page & Craig’s been driving that.
Craig and I get along well. He understands the briefs and he's diligent in his work. He respects our launches and our hard deadlines. That's amazing to see and it’s an absolute necessity to be working with someone who sticks to initial promises in quotes. We now have a consistent flow of projects big and small and a very good cadence of handling those one at a time.
Curious to learn more about your technical roadmap: How do you structure that?
I have a lot of ideas for features that I believe will improve conversion rate. All of those get added into our backlog (on Monday.com), alongside suggestions from the team. Each idea is given a star rating from 1-3 and staggered in time according to that ranking of priority.
Any big recent CRO wins or highlights?
One test we've run recently was around the efficacy of a size recommendation tool we had on our PDPs. The tool cost us £1,000 per month and I wanted to see if the price tag was justified by either an uplift in conversion rate or a decrease in our returns.
We tested that (control) vs. a challenger containing a basic sizing chart and added language to give the buyer confidence in selecting their shoe size. That test proved successful in that it highlighted no significant performance delta between the PDP with and without the app installed – we saw neither an increase in CVR, nor a reduction in returns.
So that test is saving up quite a bit of cash, which is a win for us.
Love it. Georgi: Thank you for sharing all these insights. We’re huge fans of Hylo and can’t wait to see the next chapter of your journey.