E-commerce
Bringing the flavour of a loved brand online.
Lily O'Brien's — Beloved Irish Chocolate Brand
Overview
Lily O'Brien's was established in 1992 and has grown steadily to become a much-loved chocolate brand with sales across Ireland, UK, US and China. Lily O'Brien's engaged All human to help them build a new digital channel, grow new revenues and raise its brand profile globally.
Understanding customer behaviour
We began with a deep-dive into analytics and customer feedback, building a clear picture of how people were discovering Lily O'Brien's online, what was capturing their interest, and where the path to purchase was breaking down. These site and brand-specific insights formed the foundation of every decision we made.
Converting interest into revenue
The redesigned site turned social media engagement into site traffic, and site traffic into sales. We optimised navigation, simplified the mobile checkout experience, and introduced limited-time seasonal offers — each change validated through ongoing experimentation. The result was a significant increase in average purchase value.
Site management tools
Beyond the customer experience, we built powerful backend tools that gave the Lily O'Brien's marketing team the ability to introduce new product lines quickly, run seasonal campaigns independently, and deepen their relationship with repeat customers through targeted communications.
Life is like a box of chocolates
Our ongoing experimentation programme tested everything — colour, placement, copy, imagery, and page structure. A sustained programme of small improvements compounded into remarkable results, including a 92% increase in seasonal products added to cart through targeted optimisation of product pages.
Results
117%
Increase in volume of transactions (2020 vs 2019)
65%
Increase in conversion rate
54%
Increase in revenue
42%
Decrease in checkout abandonment (2017–2019)