Case Study: John Smedley achieves 17% YoY conversion uplift and 300% search-led revenue increase with Klevu

John Smedley 300% Increase in Search-Led Revenue

John Smedley, the two-century-old British knitwear brand, faced discovery and merchandising challenges on its ecommerce site: customers struggled to find the right products across a complex catalog, which was dragging on conversion. To address this, John Smedley partnered with Klevu and agency Williams Commerce to deploy Klevu AI’s full ecommerce discovery suite, including Smart Search, Smart Product Recommendations, and Smart Category Merchandising.

Klevu implemented AI-driven search, color normalization, recommendation blocks like “You May Also Like,” and A/B-tested category merchandising to optimize product order and cross-sell at key moments. As a result, John Smedley achieved a 17% year‑on‑year increase in conversion rate (September 2024) and a 300% increase in search‑led revenue, with higher click‑through and conversion rates from on‑site recommendations.

John Smedley

Jamie Austin

Head of Ecommerce Operations