Atkinsons achieves ecommerce gold standard


Atkinsons Bullion & Coins is a family run bullion and coins business with over 25 years in the industry. They were looking for a new ecommerce website that reflected the premium nature of their product along with the expert client services that they offer. The end result is a delighted client who now has peace of mind that the site is failsafe, reliable and secure and offers an appealing purchasing experience with real time pricing.

Ridgeway’s Ecommerce Accelerator gave us more flexibility with our budget, which we used to make the most of their expertise. This has delivered a website that is not only easier to manage, but clean and easy for our customers to navigate. Paul Atkinson
Managing Director, Atkinsons

Live pricing equals happy customers

The new ecommerce website needed to offer an intuitive transactional process for customers that enables them to view and securely purchase products at real time prices. Our team integrated the new website with a variety of systems including live pricing via the gold and silver index. Functionality was implemented 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.

Atkinsons homepage

Integration for improved efficiencies

Atkinsons required the site to be integrated with Brightpearl, their stock management system and although this was the first Kentico integration for Brightpearl it has proved incredibly effective. The team can keep their products and details up to date using one login improving efficiencies for the business.

The third integration that has made this site so successful is Trustpilot. Five days after an order is placed a customer is encouraged to fill out Trustpilot and provide feedback on their purchase. Various 5* customer ratings have been left on the website, often praising the website as ‘well implemented’ and ‘a great improvement’. This form of social proof reinforces trust and supports the conversion to sale.

TrustPilot and Brightpearl
Gold bullion

UX consultants work their magic

Atkinsons saved time and budget on the build with our exclusive Kentico Ecommerce Accelerator, which uses tried and tested ecommerce functionality as a base. This freed up budget for our strategists to work closely with Atkinsons to carefully design a

site experience based on the needs of their key audiences - from first time buyers to regular investors. On top of this, we have built a modern and stylish user interface that reflects Atkinsons’ authority in the field.

  • Atkinsons homepage
  • Atkinsons product listing
  • Atkinsons product detail
  • Atkinsons gold


    The Atkinsons website has won a Kentico Site of the Month award which recognises the quality of work carried out on sites built on the Kentico platform across the world each month. It was also shortlisted for an eCommerce Award for Excellence in the ‘Best Other eCommerce’ category.


    Worth their weight in gold

    The impact of the new site has been significant on all levels. In the 12 months after launch the site achieved an impressive:

    • 31%

      Increase in visitors

    • 136%

      Increase in average order value

    • 24%

      Increase in transactions

    Phase two

    The client was so happy with the ROI that they quickly put a second phase of development into action.

    In the second phase of the project, our client wanted to achieve another ‘wow’ factor with some exciting new features, including content marketing via a new charting page and increased efficiency for the CMS team.

    Atkinsons charting page


    Phase two results

    This is the growth we have seen, comparing the recent two month period, March - May 2017 with the same period last year:

    • 39%

      Increase in visitors

    • 30%

      Increase in transactions

    • 55%

      Increase in mobile and tablet traffic