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My 1st Years

Improving conversion rates and generating incremental revenue

The Challenge

My 1st years are passionate about creating unique gifts with their personalisation service. Whether it is embroidery, flocking, printing or engraving with a baby’s name or customised message – it will always provide a child with a one-of-a-kind memento that can become part of a treasured memory.

They’re fast realising their dream of becoming the number one personalised baby brand in the world. Their range has expanded to include teddies and toys, blankets, clothing, bed, bath and home accessories. Despite their dizzying growth, they’ve remained true to their core values of top quality, excellent value and second-to-none customer service; they want to offer products and experiences that create lasting memories and can be treasured for years to come.

My 1st years wanted to improve website performance due to external margin pressures and needed a partner that was data driven, could create a strategy and then activate due to a small internal team.

The Strategy

The project initially started with a reconfiguration of My 1st Years GA4. Giving them a set up that was 100% robust with all advanced functionality was key to driving the CRO strategy and measuring results accurately. Once configured we used this to create a structured CRO programme including site speed optimisation, propitiatory opportunity modelling, Qual research, A/B testing and personalisation.

Once created we began activity at high velocity, ensuring to focus on areas that would drive the biggest incremental impact for the client all whilst improving onsite user experience. Most of the strategy was powered by Fabric’s custom built tools, ensuring the My 1st Years could deliver activity without spending large amounts on technology.

The Result


Incremental revenue delivered

1 second

faster render times

Fully managed

CRO programme delivered