When a Premier League team signs a new player, they make a show of it. After enough years on the agency side, I am going to allow myself one: I am now officially an Avenue 85 team player.
That is a joke with a serious point underneath it.
The Case Study I Had to Ask For
When I was putting together my Global Talent Visa application, I needed evidence. Not opinions, evidence. I asked my clients whether any of them would let me use their results, and Tom McIlvenny agreed.
That is not a small thing to ask. A client showing you their numbers is a client trusting you with something they do not owe you. I do not take it lightly, and it is the reason I keep coming back to the idea that trust is the actual product an agency sells.
More Than 3x, From the Site Alone
Avenue 85 grew revenue more than three times over two years, and that is from the site alone. Not from a new market, not from a funding round. From the store getting better.
People want the trick. There is no trick. That kind of change comes from doing the unglamorous work over and over: fixing what leaks, testing what you assume, and refusing to gamble the whole quarter on one redesign. I have written about how the same traffic can produce far more revenue if you fix conversion instead of chasing visitors, and Avenue 85 is that argument in practice.
Why I Call It a Team Result
The label matters to me. Not a vendor, not a supplier. A team player. Agencies that behave like suppliers optimise for the invoice. Agencies that behave like part of the team optimise for the outcome, and those are different jobs with different answers.
The transformation is a success for everyone involved, and I mean everyone. Tom and his team made the decisions. We did the work. Neither half gets there alone.
If you want to talk about what this looks like for your store, come and find me at Ecommerce Camp.