Strategy | Ecommerce

433% increase in B2B ecommerce revenue

Read how we transformed this client's B2B ecommerce presence with incredible results.

  • Brief

    W. F. Howes is one of the biggest names in the industry, therefore it was essential that we created a site for the company that reflected its reputation. There was a clear need for the website to be updated in order to provide a great user experience, covering all aspects of the site, from navigation to search functions.
  • Solution

    We chose Kentico as the platform for the project due to its e-commerce functionality, as well as the customisable nature of the CMS. This means it's easy for content managers at W. F. Howes to keep their product offering up-to-date.
  • What we did

    • Strategy
    • UX
    • UI
    • Ecommerce
    • Kentico Development
  • 433%

    increase in sales

  • 58%

    increase in users

  • 70%

    increase in pageviews

  • 28%

    increase in average session duration

W. F. Howes — a leading producer of audiobooks

W. F. Howes provides the highest quality audiobooks, e-books, magazines, learning programs, and more. As they continued to grow, they decided they needed a website that could cater to the needs of their customers.

A seamless online experience for their customers

The core aim of this project was improving user experience. As many of the visitors to the site were returning visitors, we implemented functionality for users to login through their registered library. Additionally, users have different authority over the account based on their role – librarians and library staff are able to make changes to the account, whereas patrons and borrowers are not.

Improving site search accuracy

Improvement in accuracy of the site search function was necessary to ensure that users can find what they are looking for as quickly as possible. This part of the project included the implementation of relevancy within search results, suggestive search and advanced search. The advanced search option allows users to narrow down their search quickly and effectively, if they know exactly what they are looking for. Users that are logged in have the option to save advanced searches and re-run them at any time.

Improving functionality for B2B users

The checkout process for the user is now also much easier and user-friendly. There is a ‘budgeting’ option for users, meaning that they are able to set a limit to their cart and be notified if the number of items added exceeds the amount that they are intending to spend. There is also the exciting option to share carts within libraries, meaning other users can view what is being bought if the user grants them access. There is also the ability to share carts for approval, which is an efficient aspect of the site’s functionality for B2B users.

Results that matter

Since their new website went live it is clear that the user experience has improved dramatically demonstrated by: 

  • A 58% increase in sessions
  • A 70% increase in page views
  • A 28% increase in average session duration


This has translated to a massive 433% increase in sales demonstrating that W. F. Howes are now able to cater to the needs of their customers with a great website. W. F. Howes have also received great user feedback. ​

The project has allowed W. F. Howes to effectively make use of digital to transform their business and provide a great online experience for their customers. 

Distinction have worked professionally and with great commitment with our Project Team on a complex and challenging project to deliver two contemporary B2B websites for our W. F. Howes and Wavesound organisations.

The websites have been welcomed by our customers delivering smart functionality to enable them to view and order our entire catalogue of available physical and digital products more proficiently than before. In addition, it has benefitted the organisations and our internal resources with a number of time saving efficiencies regarding web order processing and administration.

After the first 2 weeks since the new website launch, the value of sales on both sites have exceeded the highest month in the previous 12 months.

Paul Bradley, EDI and IT Project Manager, W.F. Howes

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