With over 6,000 SKUs Walls and Floors are a large tile retailer who sell huge quantities of their products online. Boasting millions of orders and customer records, the website attracted hundreds of thousands of visitors each week. However, as the previous Walls and Floors website was ageing it was seeing a gradual drop in keyword rankings and conversion rates.
- Lead time:
- 18 Months
- Sector:
- Retail
- Target Type:
- B2C & B2B
- Demographic:
- DIY Consumers, Trade Customers
- Website Goal:
- Increase Online Sales
- Services:
- eCommerce Web Design, Digital Marketing
- Scope
- Continuous Data Migration
- Custom Design
- Magento
- Sage200 Integration
- Search Engine Optimisation
- Google Shopping
- Amazon Shopping Integration
- Pure360 Integration
- Resource
- 1x Marketing Strategist
- 2x Digital Marketing Specialists
- 2x Website Designers
- 4x Front-End Programmers
- 4x Back-End Programmers
- 2x Project Managers
- 2x Quality Assurance Testers
Post-launch website results
This established eCommerce retailer had over 5,000 pages that needed to be re-directed into a new URL structure as part of a wide ranging on-page optimisation strategy that delivered outstanding results.
Brief
We needed to modernise the existing look and feel to create an effortless experience for users. A key part of this user experience process was the in-depth analysis of the existing user flows and mapping user behaviour through their buying journeys. This insight fed into our eCommerce design process with the goal of driving conversion rates up across the website.
Post-launch keyword results
Walls and Floors have a large internal team who work solely on the website; updating products, creating promotions and ensuring the content is fresh and up to date. Their old website did not have an easy to use content management system meaning that the internal Walls and Floors team struggled with their day to day tasks. We took a brief from each member of the team to understand how the new website’s Magento eCommerce platform could help them complete their work more accurately and efficiently.
eCommerce SEO
In a competitive consumer eCommerce sector, organic keyword positions in search engines make a huge difference to sales revenue.
We carefully planned the structure of the new website including URL structure, category management and hierarchy, keyword selection and on-page specificity.
The result was the creation of 301 redirects for thousands of highly optimised pages. Over a 4 month period we increased the number of competitive keywords ranking in Google in positions 1 – 3 from 174 to 548 – increasing Walls and Floors’ marketplace visibility by over 127%.
Website features
With thousands of different products and product categories, having a clear navigation to help users quickly find what they are looking for was vital. Our design team worked with Walls and Floors to create a large drop down menu that divides the different tiles by category, colour, usage and popularity to help users quickly find the tile they are looking for.
Conversion rate optimisation
Customer reviews play an important role in the buying journey of any product online and Walls and Floors makes great use of TrustPilot to show potential customers that thousands of others have been impressed with the selection of tiles and the quality of the products and service. We integrated the TrustPilot reviews with the new website to maximise chances of conversion.
LiveChat is an increasingly popular tool used to help assist online visitors, ultimately encouraging them to convert into paying customers. We integrated the new website with Walls and Floors’ chosen third party Live Chat provider; Salesiq from Zoho.
Mobile eCommerce
A large proportion of purchases on the Walls and Floors website are made using mobile phones and tablet devices. To deliver on both SEO and CRO goals we needed to create a custom experience for these visitors, with distinct touch points and call to actions.
Integrating Sage 200 with Magento
To ensure data integrity across the business Walls and Floors use Sage 200 to manage products, stock, customers, orders and deliveries.
Our integration between Sage 200 and Magento was crucial to the success of this online shop. By implementing a live data migration process we were able to dove-tail Sage data with data from the legacy website, providing the business with a unified data set with which to launch their new website.
Related work
Oxford International College is the top performing independent college in the UK, with graduates going on to attend some of the best and most prestigious universities worldwide.
The college relied on word of mouth recommendations to secure admissions enquiries and needed a new website to increase their visibility in search engines and open up a new channel of enquiries from prospective students.
- Lead time:
- 12 Weeks
- Sector:
- Education
- Target Type:
- B2C
- Website Goal:
- Generate admission enquiries, improve visibility in search engines
- Services:
- Web Design, Web Development, Digital Marketing
- Scope
- Adobe XD Wireframes
- Adobe XD Design Prototypes
- User Journey Mapping
- Digital Strategy
- Front-end Development
- WordPress CMS
- SEO
- Resource
- 1 x Digital Marketing Specialist
- 1 x Web Designer
- 1 x Front-end Developer
- 1 x Back-end Developer
- 1 x Project Manager
- 1 x Quality Assurance Tester
Post-launch website results
Launching their new website design, Oxford International College were looking to increase engagement and generate new enquiries.
The challenge
We were challenged to design an informative new website that would increase lead generation for the college. The website needed to appeal to both existing and prospective students, parents and visitors, and encourage admissions enquiries.
The website design and interaction aesthetic needed to embody the high standing reputation of the college and incorporate their new brand and colour palette
Our approach
Our design team considered the user journeys at all times throughout the design and build process of the new website. The menu was shaped to clearly direct the user through the defined user flow, enabling users to explore the courses and subjects on offer, along with other information like fees and FAQs.
A secondary menu with quick anchor-point links was added to the site to segment the large amount of information into digestible chunks that increase engagement with the content.
Landing page strategy
Specific landing pages were created and optimised for search engine rankings and to guide the user journey; helping users to start their user journey from the most relevant page.
Reassurance
Testimonials were strategically placed throughout the site to reassure prospective students and their parents ahead of enquiring.
Extracurricular focus
The design and content of the site puts an emphasis on the fact that the college provides both academic and extracurricular benefits, reassuring prospective students and their parents that settling in and making friends is just as important as succeeding academically.
Digital Strategy
Oxford International College’s previous website contained old content that was inconsistently represented and categorised. We identified new keyword groups and enforced a one-group-per-page approach as part of a broader digital marketing strategy.
The college already held some high rankings in Google, however it was clear that they were not ranking for the right keywords. We worked with the Oxford International College team to select high quality keywords that would generate valuable organic traffic to the new website.
Related work
Elecosoft’s digital products help businesses in the construction industry create operational efficiencies.
Having recently undertaken a rebrand, Elecosoft needed an interactive website design with a strong user experience that would help them to generate new leads and better convert visitors. The site needed to capture the direction of the company and bring their global digital presence up to date.
Elecosoft’s marketing team also challenged us to increase their organic lead generation by focusing on their digital and keyword strategy.
- Lead time:
- 24 weeks
- Sector:
- Construction / Technology
- Target Type:
- B2B
- Demographic:
- Senior Operations, Marketing and Construction Managers
- Website Goal:
- Enable the marketing team, Generate new business
- Services:
- Web Design, Web Development, Digital Strategy, Digital Marketing
- Scope
- Adobe XD Prototypes
- Adobe XD Design
- WordPress CMS
- User Journey Mapping
- Multilingual
- eCommerce Functionality
- Digital River Configuration
- Critical Success Factor Workshops
- Digital Strategy
- SEO
- Resource
- 1 x Project Manager
- 1 x Web Designer
- 1 x Front-end Developer
- 1 x Back-end Developer
- 1 x Quality Assurance Tester
- 1 x Digital Strategist
- 1 x Digital Marketing Specialist
Our Approach
We created a multilingual website that enables Elecosoft to consistently manage their brand and content across their 5 different territories. Elecosoft’s marketing team now has central control of the website and can easily update and manage global content and users. We delivered a multilingual website strategy to ensure that the relevant content ranks in the appropriate territory.
Our development team built the website using flexible modular components that have been coded in line with the company’s brand guidelines. This enables different members of the Elecosoft team to consistently create new pages in accordance with their new brand.
Product showcase
The new website presents Elecosoft’s products alongside easily accessible product resources and documentation.
Central marketing control
Elecosoft’s marketing team has the ability to edit and create content independently.
Interactive timeline
We created an interactive timeline to showcase the history of the company.
Digital Strategy
Elecosoft wanted to reduce the overall number of pages on their website and increase the quality and structure of content to improve the user experience for their customers. Our comprehensive keyword strategy assessed the ranking positions and potential of pages across the website, advising which pages should be removed, updated or stay the same.
A new keyword strategy was implemented across the website to harness the strong trust metrics that the Elecosoft team had already secured over their years in business, and drive organic keyword positions in Google.
To prepare the website for future plans to expand into new markets, our keyword strategy also included research to target new markets, providing the marketing team with the tools they need to launch their products into new target industries.
301 Strategy
With the large amount of change happening across the website and affecting Elecosoft’s content, page structure and URLs, we undertook a 301 strategy to ensure that the transition between websites was smooth. As part of this strategy, each URL from Elecosoft’s old website was mapped to a new equivalent on the new website, offering a seamless user experience.
Related work
d’Overbroeck’s is a leading independent school based in Oxford for students aged 11-18. The school offers an array of GCSEs and over 35 A-Level options in Sixth Form.
Plug & Play was introduced to undertake the development of the d’Overbroeck’s website, refining the overall look and feel of the provided designs and adapting them for digital use.
- Lead time:
- 12 Weeks
- Sector:
- Education & Schools
- Target Type:
- B2C
- Website Goal:
- Generate new enquiries
- Services:
- Web Development, eCommerce, Design Refinement, SEO
- Scope
- Design Adaptation
- WordPress CMS
- Flywire Payments
- Responsive
- Custom Navigation
- Digital Strategy
- SEO
- Multilingual content
- Resource
- 1 x Project Manager
- 1 x Web Designer
- 1 x Frontend Developer
- 1 x Backend Developer
- 1 x Quality Assurance Tester
- 1 x Digital Marketing Specialist
Our approach
The d’Overbroeck’s website needed to capture the exceptional reputation of the school, reflect their quality educational services and build trust with prospective parents and students.
Working with designs provided by d’Overbroeck’s, our creative team adapted them for digital use. We ensured that they were responsive across a range of browsers and devices and implemented interactive touch points to increase visitor engagement. Our team elevated the brand by adapting the colour palette in line with the website brief.
Multilingual content
As an international school, it was important that the d’Overbroeck’s website was accessible in a number of languages. We delivered the International School pages in English, Russian and Chinese, enabling d’Overbroeck’s to effectively communicate with their audience.
The website is set up to enable SEO optimisation in each language so the relevant pages can rank in the corresponding territories.
Multilingual content
As an international school, d’Overbroeck’s required content in English, Russian and Chinese. We set up a language switcher for the international section of the website.
Use of colour
Content is differentiated with colour, using a dark pink for years 7-11, green for the international school, and blue for the sixth form. These colours signpost the parent user journeys, enabling them to easily access the information they need.
Admissions
To generate new admission enquiries, call to actions to get in touch were strategically implemented throughout the site.
The digital strategy
d’Overbroeck’s wanted to increase their visibility in Google so parents who were searching for independent schools in the Oxford area would find them. They commissioned a full digital strategy to identify opportunities to increase rankings in Google by focusing on high value organic keyword positions.
Our team established the pages of the new website that could become landing pages for organic search, driving relevant traffic directly from search engines and acting as mini homepages for specific topics. We developed keyword groups for these key pages and topics, using data to determine the strongest keywords and assigning these to the most appropriate pages.
Related work
As revision specialists, Oxford Science Studies offers a range of academic courses during the Easter, Summer and Christmas holidays. The school has over 100 tutors who help students to achieve their maximum potential in exams.
They challenged Plug & Play to create a new website that would appeal to prospective students and parents, generating new enquiries for the school.
- Lead time:
- 12 Weeks
- Sector:
- Education
- Target Type:
- B2C
- Website Goal:
- Generate new enquiries
- Services:
- Web Design, Web Development, SEO
- Scope
- Adobe XD Prototypes
- Adobe XD Design
- WordPress CMS
- SEO
- User Journey Mapping
- Custom Navigation
- Resource
- 1 x Project Manager
- 1 x Web Designer
- 1 x Frontend Developer
- 1 x Backend Developer
- 1 x Quality Assurance Tester
- 1 x Digital Marketing Specialist
Our approach
The Oxford Science Studies website required a clean and compelling design. The site needed to portray the prestigious nature of the school and disclose all of the information prospective students and their parents needed before choosing to enrol onto a specific course.
Our design team created a concise and clear layout with a structured menu that aligned with the key user journeys and the priorities of the target audience. The website user journeys act as educational tools to guide visitors through the information they need, before encouraging them to enquire.
Appealing to students
Imagery has been used throughout the site to connect with prospective students and showcase the social and educational opportunities available to them.
Discover More
This section of the site allows each user to learn and prepare for their chosen course at Oxford Science Studies, finding key information such as arrival details and timings.
Testimonials
The testimonials tab enables prospective students and parents to review previous student experiences with the school, acting as a reassurance element and aiding the conversion funnel.
SEO improvements
We worked closely with the Oxford Science Studies marketing team to build out a number of keyword groups that would help to attract new highly aligned visitors to the website. These keywords focused on the different courses provided, as well as a number of specific search terms that were valuable to Oxford Science Studies.
As specialists in GCSE revision courses, many of Oxford Science Studies’ keywords came with mixed intent. As an example, the keyword “GCSE revision” seems like a natural choice, especially given the high search volume. However the intent of this keyword comprises of students looking for GCSE revision materials and online resources rather than exclusively paid revision courses. The final keyword selection perfectly balanced searcher intent, search volume and difficulty levels.
Related work
IPFA is a not-for-profit membership organisation that connects public and private sector organisations to facilitate the success of infrastructure and energy projects. They provide their members with access to events, networking, bespoke training and the latest industry news.
- Lead time:
- 16 Weeks
- Sector:
- Not-for-profit
- Target Type:
- B2B
- Website Goal:
- Provide a high quality platform for members, enable the Marketing team
- Services:
- Brand, Web Design, Web Development, Marketing Strategy, Key Messaging
- Scope
- Brand Strategy
- Brand Identity
- Adobe XD Wireframes
- Adobe XD Designs
- WordPress CMS
- Gated Content
- Smart Impact CRM Integration
- Member Login
- Google Translate
- Site Search
- User Migration
- Resource
- 1 x Web Designer
- 1 x Brand Designer
- 1 x WordPress Developer
- 1 x Back-end Developer
- 1 x Quality Assurance Tester
- 1 x Marketing Strategist
- 1 x Project Manager
The challenge
We were challenged to refresh IPFA’s brand identity and messaging, incorporating the new look and feel into a website design that would effectively target IPFA’s core audiences and improve the user experience for existing members.
Their new website needed to provide the marketing team with maximum content management flexibility and integrate with their CRM to pull upcoming events and activities onto the site.
Post-launch website results
Launching their new website design, IPFA were looking to increase engagement from their members.
Marketing workshops
We ran a number of workshops with the IPFA team to identify their target audiences and how to successfully engage these groups on their new website.
Dynamic brand patterns
Animated brand shapes and patterns were created during the branding process to add depth to the digital brand and website design.
Content architecture
Our team structured IPFA’s website content and resources to maximise engagement and visibility.
Our approach
We created a new website and knowledge hub for IPFA’s members, improving the user flows and creating a personalised login experience for each user.
Our team designed and built the website in WordPress with modular components that can be used to easily manage, edit and create new content. We then coded the components in line with IPFA’s new brand guidelines to ensure a consistent design as the website grows.
The Brand
We worked closely with IPFA’s team to evolve their brand identity, provide a flexible set of assets and focus their brand messaging.
We guided IPFA through a series of brand workshops to define their key customer groups and messaging strategy. The outcomes of the strategy workshops were then used to create their new brand identity, focusing on their logo, typography, colour palette, imagery, patterns and dynamic assets.
Our work provided a comprehensive targeting strategy and set of branded assets to use to secure the future growth of the organisation.
Related work
Anemoi is a leading provider of Rotor Sails to the shipping industry. Their energy saving technology offers significant reductions in fuel consumption and lowers greenhouse gas emissions by up to 30% to deliver more efficient and sustainable ships.
- Lead time:
- 12 Weeks
- Sector:
- Renewable Energy / Shipping
- Target Type:
- B2B
- Website Goal:
- Increase visibility of their technology, generate enquiries
- Services:
- Web Design, Web Development, Digital Strategy, Digital Marketing, Brand Evolution, Infographic Design
- Scope
- Adobe XD Prototypes
- Adobe XD Design
- Brand Evolution and Guidelines
- Infographic Design
- Interaction Aesthetic
- WordPress CMS
- CDN Set Up
- Marketing Strategy and SEO
- Resource
- 1 x Project Manager
- 1 x Creative Director
- 1 x Web Designer
- 1 x Brand Specialist
- 1 x Front-end Developer
- 1 x Back-end Developer
- 1 x Quality Assurance Tester
- 1 x Marketing Strategist
- 1 x Digital Marketer
The challenge
Anemoi challenged us to deliver an interactive website that would bring their revolutionary energy saving technology to life and engage prospective customers. It needed to reflect the innovative and high performance nature of the business while generating new enquiries.
Anemoi had an existing brand that needed to be evolved and expanded to meet the growing needs of the business. We formalised the new brand within a brand book to enable the Anemoi team to consistently apply the brand long after the launch of their new website.
Dynamic brand patterns
We drew on inspiration from ship sonar systems and water ripples to create a series of dynamic brand patterns that featured different interlocking circles. Implementing movement within the brand added depth and personality, as well as creating a more engaging digital experience.
Infographics and animations
Infographics and animations were produced to create an engaging design that didn’t rely on written text.
Brand identify refresh
A series of icons, shapes and patterns were produced as part of the brand identity refresh.
Our approach
We introduced new colours and brand patterns to Anemoi’s brand to add depth and flexibility. The new brand was implemented throughout the website to provide a dynamic and engaging user experience. We then created a set of brand guidelines to formalise how the brand and assets should be used by the team.
To compliment the brand work, our designers created a number of infographics to support the written website copy and communicate key messages.
In order to create an engaging website with lots of movement and transitions, we introduced an interactive design with parallax effects, colour transitions and hover states.
We codified some of the brand patterns into dynamic assets that could be used throughout the site. Our team implemented an interactive scroll animation on the homepage which responds to the scroll speed of the user and demonstrates Anemoi’s technology.
Digital strategy
We collaborated with Anemoi to develop a digital strategy to increase their search engine visibility. Our marketing team worked closely with Anemoi to produce a comprehensive keyword strategy that would improve their keyword rankings and drive high quality organic traffic to their new website.
We began by identifying pages that could act as specific landing pages for organic search traffic and began to build up keyword groups around them. By devising these keyword groups we were able to effectively target Anemoi’s target audiences and drive increased levels of traffic from Google.
Related work
Kite is an architecture studio based in Oxford that is proud to deliver complete turnkey solutions for a range of properties. Their work transforms the spaces in which we live and work, designing and building interiors that reflect the people that inhabit them and the purposes that they serve.
They needed a refresh of their existing website design and a digital strategy to increase their visibility in Google and drive new enquiries.
- Lead time:
- 12 Weeks
- Sector:
- Architecture and Design
- Target Type:
- B2B and B2C
- Website Goal:
- Increase Website Visibility, Generate Enquiries
- Services:
- Web Design, Web Development, Digital Strategy, Digital Marketing
- Awards:
- Awwwards - HM Award
- CSS Design Awards - Best Innovation
- CSS Design Awards - Best UI
- CSS Design Awards - Best UX
- Scope
- Adobe XD Design
- WordPress CMS
- Digital Strategy
- SEO
- Resource
- 1x Project Manager
- 1x Web Designer
- 1x Front-end Developer
- 1x Back-end Developer
- 1x Quality Assurance Tester
- 1x Marketing Strategist
- 1x Digital Marketer
Our challenge
Kite challenged us to rebuild their website to create a digital identity that would elevate their business and appeal to their target audience.
Kite had a number of key goals for the new website. They were looking to improve their search engine rankings, generate new highly aligned enquiries, and convert more visitors into customers.
A polished design
We created a clean look and feel in line with Kite Creative’s brand.
Implementing the brand
We applied Kite’s brand assets into a digital format for the website, using shape and form to elevate the user experience.
The visual menu
Our team developed a visual menu to highlight Kite’s portfolio and stand out in their market.
Our approach
We worked with Kite’s existing website designs to elevate the user experience and improve the search engine optimisation.
We took an image lead approach, drawing upon Kite’s bank of high quality portfolio imagery to engage visitors. We created a Recent Projects page using a grid format to showcase Kite’s portfolio and demonstrate a range of interiors and services.
A second tier navigation containing imagery was introduced to offer an alternative way of browsing the website, helping Kite stand out from their competitors.
Digital strategy
Improving keyword rankings and organic traffic was a critical part of the Kite website redesign. They had good competitive metrics but their website code wasn’t strong enough to leverage these metrics to secure the ranking positions in Google.
We identified pages within the Kite website that could act as landing pages for organic search traffic and started to build up keyword groups around them. The goal was to drive traffic into these pages directly from the search engines rather than all traffic going via the homepage. This would increase alignment with prospective customers and reduce bounce rate.
A gap analysis was conducted to highlight the keywords that Kite had the greatest statistical chance of success with and the best keywords were optimised for throughout the site.
Related work
Nelson are commercial kitchen specialists based in London. They design and fit professional grade kitchens in a range of establishments from Michelin starred restaurants to local churches and community centres. They were ready to invest in their website and marketing to increase their target audience visibility and drive new business enquiries.
- Lead time:
- 12 Weeks
- Sector:
- Commercial Kitchen Design
- Target Type:
- B2B
- Website Goal:
- Increase Website Visibility, Generate Enquiries
- Services:
- Web Design, Web Development, Digital Strategy, Digital Marketing
Post-launch website results
The Nelson website focused on increasing Google rankings and delivering a strong user experience. This has been reflected in the post launch results which show significant increases in organic traffic and search engine visibility.
- Scope
- Adobe XD Prototypes
- Adobe XD Design
- WordPress CMS
- Marketing Strategy
- Domain Strategy
- SEO
- Resource
- 1x Project Manager
- 1x Web Designer
- 1x Front-end Developer
- 1x Back-end Developer
- 1x Quality Assurance Tester
- 1x Marketing Strategist
- 1x Digital Marketer
Our challenge
Nelson serves a range of sectors that each have different target audiences. Our challenge was to build and harmonise strong user journeys for each sector on a single website. We needed to leverage existing assets to increase their search engine visibility and drive new enquiries from highly aligned customers.
A company rebrand meant that Nelson needed to launch their new website on a new domain. They challenged our team to manage the domain migration, maintaining and building upon their rankings with the new website.
Our approach
We created a number of user journeys for the website, curating landing pages for key services and sectors to present the most relevant content to every user based on their search query in Google. This would enable Nelson to rank more highly for key search terms and become more visible to their target customers at the point that they are ready to buy.
We refined Nelson’s existing colour palette to reflect their industry and the high quality products and services they provide. We supported this with interactive design elements throughout the website to provide a superior user experience.
Domain management
We launched the website on a new domain and managed the transfer of Google rankings.
Target audience
The new website targets multiple target customer archetypes using cleverly curated content, user journeys and landing pages.
SEO
Key pages were optimised for valuable keywords in order to increase visibility in search engines and reach aligned potential new customers.
Digital strategy
A keyword strategy was undertaken to identify and prioritise keyword targets based on Nelson’s competitive metrics and statistical chance of success in Google. The strategy allocated primary and secondary keywords to each page of the website and highlighted opportunities to create new pages to achieve optimum visibility in the search engines.
The strategy took into account Nelson’s most profitable services and sectors, and leveraged their portfolio pages to target highly specific keywords. This helped them to maximise visibility and alignment within their target audiences.
Launching on a new domain
Our marketing team were responsible for the domain change upon launch of the new website, managing and actively lowering the risks associated with moving to a lower authority domain. We took steps to signal to Google that the domain had changed so that the trust metrics could be transferred from the old domain to the new one.
Related work
Daylight Company is a market leader in speciality daylight lighting. They provide high quality lighting for precision work in professional and domestic environments.
Their team challenged us to migrate 5 of their existing websites onto a single domain to create 1 impactful multilingual website. They needed an international eCommerce site that would provide their marketing team with complete content management control.
- Lead time:
- 9 months
- Sector:
- Speciality lighting
- Target Type:
- B2B & B2C
- Demographic:
- Professionals & hobbyists
- Website Goal:
- Migrate to a single domain, provide central control to marketing team
- Services:
- Web Design, Web Development, Digital Marketing, Ongoing monthly marketing and support retainer
- Scope
- Adobe XD designs
- WordPress
- WooCommerce
- Multilingual
- Multi-currency
- Responsive design
- Store locator functionality
- Domain change management
- SEO
- PPC
- IP detection
- Stock management integration
- Resource
- 1 x Project Manager
- 1 x Digital Marketing Specialist
- 1 x Website Designer
- 1 x Front-end Developer
- 1 x Back-end Developer
- 1 x Quality Assurance Tester
The challenge
The new Daylight Company website needed to unify multiple websites to create a single global site. It needed to facilitate the management of multiple languages and currencies and provide variable functionality across territories.
Product optimisation
Product pages and categories were optimised for high value keywords to increase organic traffic from customers with intent to buy.
A quality build
Daylight Company lamps are of the highest quality and it was imperative that their new website reflected this.
Inter-territory variations
eCommerce functionality can be turned on or off by territory to account for variations in product distribution strategies.
A conversion powerhouse
Reassurance elements such as product reviews, warranty information and delivery options were placed in key parts of the site to boost the website conversion rate.
Delivering a quality user experience
To create an intuitive browsing experience, we created a split screen product page. This enables users to browse product content on the left hand side while retaining the key call to action add to bag fixed on the right hand side along with reassurance elements. These features help increase the number of visitors converting into customers.
We implemented a streamlined and secure checkout process to reduce friction at the point of conversion. To encourage customers who abandon their basket to return to the site and complete their purchase, we set up email reminders to be sent in the days following their visit.
Post-launch website results
Daylight Company’s international website build and migration focused on delivering a quality user experience that would increase engagement and drive transactions. Their new website has successfully improved their Google rankings, organic traffic and sales.
“All the members of the Plug & Play team come across as very knowledgeable and are a delight to work with. You can certainly rely on their expertise; I trust their advice on any particular area of the website and e-commerce platform. They are an extension of my team, making sure that I am aware of their work, they monitor my website very closely and are proactive in suggesting amends.”
Optimising for Google
Migrating to a single domain presented a huge SEO ranking opportunity for Daylight Company. However, keywords needed to be managed carefully during the migration in order to maintain existing rankings and build new positions. Following extensive keyword research, our team created an SEO and migration strategy including a checklist and a 301 redirect list by mapping old URLs to new equivalent URLs.
We are continuing to work with Daylight Company’s ambitious marketing team to drive continuous growth in their market share and online visibility.
PPC
We increased the efficiency of Daylight Company’s PPC account by restructuring the campaigns, implementing best practice, improving the data quality, and delivering ongoing PPC management. The campaigns were international and targeted over 5 different countries with Search and Shopping Ads.
Our work focused on reducing the cost per conversion, eliminating wasted spend, and improving advert quality.
