Sparks Direct

Ecommerce website and marketing support

Sparks Direct is one of the UK’s leading electrical and lighting wholesalers. Cyber-Duck has been supporting their online presence and developing the ecommerce store since 2007.

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Sparks Direct is a leading independent electrical and lighting wholesaler. They cater for customers of all skill levels from their online store and physical showroom in Archway, London. Their catalogue has a diverse range of electrical items, from lighting products and heating solutions, to security systems.

Identifying an 8.3% rise in mobile traffic between 2011-2012, Sparks wanted to offer a customer-centric service to all visitors, regardless of the device used to access the website. We offered a full service, aiming to understand and fulfil the precise needs of their growing, complex customer base. We worked closely to achieve the following objectives:

  • Develop an ecommerce store that caters for the increasing mobile audience.
  • Increase keyword rankings and organic search traffic to the store.
  • Streamline business intelligence and order processing.
  • Raise revenue generated via the website.


Our team produced a fully responsive ecommerce website for Sparks to promote, manage and deliver their catalogue of over 9,000 products. We carefully improved the product navigation, tailoring the experience for audience groups. For instance, trade customers exempt from VAT can view product prices with/out the additional cost.

Customers can now find the products they need in a variety of ways. They can filter and browse by room type, or even use an innovative ‘Switch & Socket Wizard’ to specify the functionality required. A suggestive feature speeds up search throughout the site. For the final checkout process, we used funnelling techniques to increase focus, and thereby conversions. 

The mobile-friendly redesign is accessible to users across devices. It operates on the enhanced OpenCart ecommerce solution, with an intuitive, well-designed user interface. It benefits from enhanced security and stability. Lastly, we audited and improved the website to ensure the catalogue was search-engine friendly. 


Over the last eight years, our combined effort to enhance the ecommerce experience with Sparks Direct has achieved a steady, substantial increase in sales. Most notably, there has been a 28.3% increase in overall website revenue, when comparing financial quarters before and after launch. 

We are delighted that the constant design and technical improvements we launch with Sparks have helped win the 'Best Electrical Wholesaler Website'. From the Electrical Wholesaler Awards, this accolade recognises the significant increase in visitor acquisition from organic (124%), referral (84%) and direct (73%) sources.

We continue to enjoy working with Sparks, planning and releasing features to raise performance even higher, and boosting awareness via SEO and marketing.

conversion rate

28.3% increase

in overall revenue generated


Best Electrical Wholesaler Website

Winner at the EW Awards


124% increase

in organic traffic

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