Atkinsons Bullion

By Ridgeway, United Kingdom
  • E-commerce
  • Finance/Investment

Atkinsons were looking for a new website that reflected the premium nature of their product along with the expert client services that they offer. The new website has resulted in a significant increase in business—98% increase in average order value and 14% increase in transactions.

Atkinsons Bullion
Site of the Month


The first two statistics were measured six months after launch, while the rest compares the period, March to May 2017, with the same period last year:

39% increase in visit rate
14% increase in transactions
98% increase in average order value
55% increase in mobile and tablet traffic
28% increase in page views

Gold Rules

The Ridgeway team integrated the new website with live pricing via the gold and silver index. Code was built from scratch so that if prices fluctuate dramatically, phone only mode is activated which means customers have to purchase over the phone. This functionality eradicated previous issues Atkinsons had experienced with live pricing causing prices to drop to zero value, resulting in unhappy customers and abandoned purchases. The website is integrated with Brightpearl, Atkinsons’ stock management system, and with Trustpilot, which enables visitors to leave feedback on their purchase. Various five-star customer ratings have been left on the website, often praising the website as ‘well implemented’ and ‘a great improvement’.

Jo Kennedy

We knew straight away that Kentico was the right platform for us. It offers us the stability and security we require as well as the flexibility to integrate with the multiple third-party solutions that we use. Kentico is also a sophisticated CMS which allows us to provide an enjoyable and engaging experience for our customers that has resulted in a significant increase in business for Atkinsons.

Jo Kennedy, E-commerce and Marketing Manager

We're named a Strong Performer in the Q4 2018
Forrester Wave™ for WCM!