Walls and Floors

An eCommerce website for a large online retailer

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.

+ 1 1021
Organic keyword positions improved in Google over 6 months from launch as tracked by Moz.com
+ 1 182 %
Increase in search visibility across the 1,453 keywords being tracked by Moz.com
1 625
Keywords that rank in the top 3 organic positions in Google 6 months after going live as tracked by Moz.com
homepage screenshot

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.

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Post-launch keyword results

578 482 386 289 193 96 0 Jul 5 Aug 9 Sep 13 Oct 18 Nov 22 Dec 27 Jan 31 Mar 7 #1-3 #4-10 #11-20 #21-50 #51+ Apr 11 May 16 Before After

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.

Full length screen shot of the bathroom tiles page

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.

mobile view of the walls and floors homepage phone view of a product page looking at a category page on mobile
The magento website homepage with the megamenu open

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.

Magento website on an iphone

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

Elecosoft

A multilingual website to target an international audience

Elecosoft’s digital products help businesses in the construction industry create operational efficiencies. 

Having recently undertaken a rebrand, Elecosoft needed an interactive eCommerce 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
  • 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 a number of different territories. Elecosoft’s marketing team now has central control of the website and can easily update and manage global content and users.

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.

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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

Daylight Company

A multilingual website to manage international eCommerce.

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
  • Multiple WordPress iterations
  • WooCommerce
  • Multilingual
  • Multi-currency
  • Responsive design
  • Store locator functionality
  • Domain change management
  • SEO work
  • IP detection
  • Stock management integration
Resource
  • 1 x Project Manager
  • 1 x Digital Marketing Specialist
  • 1 x Website Designer
  • 1 x Front-end Programmer
  • 1 x Back-end Programmer
  • 1 x Quality Assurance Tester
mobile views of the new Daylight website

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.

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The newly design mega menu for daylight company

Product optimisation

Product pages and categories were optimised for high value keywords to increase organic traffic from customers with intent to buy.

screenshot of a product category

A quality build

Daylight Company lamps are of the highest quality and it was imperative that their new website reflected this.

a selection of daylight products

Inter-territory variations

eCommerce functionality can be turned on or off by territory to account for variations in product distribution strategies.

example of a daylight product page

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.

+ 1 110 %
Increase in organic traffic as tracked by Google Analytics.
+ 1 74 %
Increase in global eCommerce sales as tracked by Google Analytics.
+ 1 188 %
Increase in PPC revenue as tracked by Google Analytics.
Daylight logo

“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 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 a 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.

Related work

Pearson

Helping a heritage cycling brand change gears.

Since starting back in 1860, Pearson has become an established British cycling brand. Now run by the fifth generation of the Pearson family, it is recognised as the world’s oldest bicycle business. Following impressive success in their London stores, they wanted to bring the business into the 21st century by improving their online offering. They approached us to boost their online conversion rate and help them appeal to new markets.

Lead time:
6 months
Sector:
Sport & Leisure
Target Type:
B2C
Demographic:
Cyclists
Website Goals:
Launch New Brand, Drive Sales
Services:
eCommerce Web Design, Digital Marketing
Pearson cyclists modelling Pearson bikes
Scope
  • Adobe XD Designs
  • WordPress CMS
  • WooCommerce Shop
  • Responsive Design
  • Apply Pay Integration
  • Ongoing Digital Marketing
Resource
  • 1 x Project Manager
  • 2 x Digital Marketing Specialists
  • 1 x Website Designer
  • 1 x Front-end Programmer
  • 1 x Back-end Programmer
  • 1 x Quality Assurance Tester

Taking success online

One of Pearson’s goals was to widen their offering of cycling apparel. They believe that cycling should be accessible to all and wanted to appeal to all cycling enthusiasts, not just the cycling gurus. To increase the accessibility of the new Pearson website to new cyclists, we created a website structure that enables users to shop by collections and by categories. 

 

Pearson website megamenu

Photographic menu

We implemented a drop down menu to showcase imagery of the collections, apparel and bikes.

All Clothing Category page on the Pearson website

Clean and clear

Products are presented in a bold and clear way to provide a simple and intuitive user experience.

Pearson website product page

Dynamic imagery

Product page imagery updates as options and add-ons are selected, showcasing the customer’s final product.

Pearson website checkout page

Payment gateways

We integrated with 3 different payment gateways including Apple Pay to streamline the checkout process and meet market demand.

301 strategy

The new Pearson website launch involved both a rebrand and a domain change. We managed this process, taking measures to protect existing search engine rankings. Each URL from the old domain was mapped to the equivalent page on the new website and Google was informed of the rebrand.

Mobile view of the Pearson website homepage banner Mobile view of the Third Time Lucky Jersey product page Adventure product category overview page
New bicycle frame from Pearson Cycles
Classic Road Collection iPhone Screenshot
Pearson cycling jerseys

Related work

Paxton

A multilingual WordPress website for a market leader in security solutions

Paxton design and manufacture security solutions for use in a broad variety of commercial environments. They train security system installers to fit Paxton products and equip them to sell Paxton solutions to their customers.

Paxton challenged us to unify 13 of their existing websites into 1 website with an improved user experience. They needed one core website with a flexible CMS to provide their marketing team with central control and reduce support requests to their IT team. It was essential for the new website to drive training sign ups and improve Paxton’s global search engine rankings.

Lead time:
12 months
Sector:
Security
Target Type:
B2B
Demographic:
Security Installers
Website Goal:
Provide Central Control To Marketing Team
Services:
Web Design, Web Development, User Journey Mapping, Digital Marketing
Paxton employees working in their warehouse
Scope
  • Adobe XD wireframes
  • WordPress CMS
  • eCommerce
  • API integrations for training and event sign ups
  • API integrations for products and product search
  • API integrations for installer search and feedback
  • Multi-lingual
  • IP detection
  • Varnish cache
Resource
  • 1x Marketing Strategist
  • 2 x Digital Marketing Specialists
  • 2x Website Designers
  • 2x Front-End Programmers
  • 1x Back-End Programmer
  • 1x Project Manager
  • 1x Quality Assurance Tester

The challenge

The new website has 8 distinct territories with different content, language, currency and user access requirements that can be managed by the Paxton Marketing Team. With Paxton selling their solutions in over 50 countries, each territory pulls products from the Paxton API and the website enforces logic to remove duplicate products and create editable product pages. 

Website territories can be navigated via a territory switcher which utilises IP detection to direct users to the content that is most relevant to their location.

View site

Product catalogue

Product information is pulled from the Paxton API to create editable products in the CMS. The integration refreshes daily to keep the website and API in sync.

Product documentation

Placing installers at the heart of the user flow, product documentation and installation guides are added within each product page for ease of access.

Install Paxton Screenshot

Customer first approach

Installers have a dedicated section of the website to access resources, training and support.

Paxton Homepage screenshot

Google optimised landing pages

The new website structure pivots around a complex keyword strategy spanning 8 different territories in order to drive search engine traffic.

Staying ahead

The speed of the website was considered from the ground up during the build. The complexity of the content and data being handled from combining content from 13 websites meant that if this wasn’t done carefully, there was every chance that the site would be too slow to use. The new website needed to handle the expected high volume of global traffic and number of simultaneous requests.

Results are cached by Varnish after the first page visit and the site makes use of the browser’s local storage to cache the common API responses/data. This reduces the number of API calls that need to be made and means that the more that users browse the website, the quicker it will be. Varnish cache is used to store and serve a static version of the website, making it much faster than in normal circumstances. Varnish cache is also used as a protective layer on top of the application which enables us to restrict access to the application to certain users and IP addresses.

Changing domain

Paxton UK content launched on the old US domain. Therefore, legacy UK and US rankings needed to be managed carefully to ensure that the correct content ranked in the correct country. We implemented a comprehensive 301 strategy to ensure that existing website rankings for all territories were maintained upon launch and the user transition was seamless.

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GPE iPhone 2 GPE iPhone 1

Grand Prix Events

A 111% increase in eCommerce conversion rate for a leading ticket retailer.

Grand Prix Events is an established online retailer that sells tickets in the luxury sports sector. Building on their wealth of experience in eCommerce, they recognised the need to develop a new website that would increase their revenue. They needed to develop their organic keyword positions in search engines and improve their online conversion rate.

Lead time:
12 months
Sector:
Events / Tickets
Target Type:
B2C and B2B
Demographic:
Wealthy Consumers / Hospitality
Website Goal:
Sell Tickets
Services:
eCommerce Web Design, Digital Marketing
Awards:
UK Digital Growth Awards - eCommerce Site Of The Year Nomination
Scope
  • Custom Design
  • SVG Interactive Maps
  • WooCommerce
  • WordPress
  • Varnish Cache
  • Global CDN Management
  • IP Location Detection
  • Multi-currency
  • Xero Integration
  • Content Migration
  • Ongoing support
Resource
  • 1x Marketing Strategist
  • 1x Digital Marketing Specialist
  • 2x Website Designers
  • 2x Front-End Programmers
  • 2x Back-End Programmers
  • 1x Project Manager
  • 2x Quality Assurance Testers

Post-launch website results

We focused on streamlining the user journey and implemented designs that reassured visitors through the conversion funnel. This resulted in significant improvements to engagement, eCommerce conversion rate and revenue.

+ 1 22 %
Increase in revenue as tracked by Google Analytics 6 months following launch.
+ 1 111 %
Increase in eCommerce conversion rate of visitors to paying customers as tracked in Google Analytics 6 months following launch.
- 1 16 %
Reduction in bounce rate as tracked by Google Analytics 6 months following launch.
mobile screenshot of the grand prix events homepage f1 tickets megamenu on a phone event information article for the Bahrain grand prix

Our approach

Our new design focused on high quality imagery that illustrated the excitement of attending a Grand Prix. Custom circuit maps help users understand where a seat is located, and image galleries on the product pages show users what the view from their seat will be like.

 

desktop view of the grand prix events homepage

Location detection

Depending on where you are in the world the website can automatically detect your location and supply the ticket prices in your localised currency.

The grand prix events megamenu

Xero integration

To streamline operations the website is seamlessly connected to Xero, the accountancy software. This enables orders and invoices to be raised automatically, cutting down on back-office admin work.

screen shot of the ticket page for the Australian grand prix

Multi-Currency

The website takes sales in 4 currencies, with each Grand Prix having its own base currency in the back-end.

Club Corner (Block 1 &2) ticket page for the British Grand Prix

Conversion rate focus

The website has been designed to massively increase the online conversion rate. We saw large increases in visitor to purchasing rates following launch.

Search engine optimisation

A key consideration for the launch of the new Grand Prix Events website was SEO. Increasing search visibility in Google and improving rankings for key search terms is the first step in increasing online conversions, so we undertook a detailed SEO review of the website; optimising urls, on page content and meta titles and descriptions as well as implementing a comprehensive 301 strategy before launch.

A break down of design elements of the Grand Prix Events website

Our SEO research showed us that users were most likely to search for race specific keywords such as ‘British Grand Prix tickets’ or ‘Tickets to the Australian GP’ so we knew it was likely that users would land directly on a specific Grand Prix page, rather than the Homepage. With this in mind, each race has its own section of the website, containing useful information about attending the event and a variety of different ticket and package options. A secondary navigation allows users to navigate easily through each of the pages relevant to the race they’re interested in.

A f1 driver in their car
mobile view of the International Pits Straight (Block 1-3) product page

Developing the brand

Our brief was to develop a subtle evolution of the brand that would still be instantly recognisable by Grand Prix Events’ existing client base. We focused on refining what was already there, making the form and shape of their device more unique and distinct.

Grand Prix Events full sized logo

Brand Guidelines

Daniel Bois, Grand Prix Events

“Plug & Play understood our vision of creating an industry leading online platform to promote sports hospitality and event ticket sales. From start to finish they were always on hand to support us throughout. Deadlines and the proposed budget were met. I would highly recommend working with the Plug & Play team of experts.”

Related work

Home and Roost

Generating a 76% increase in revenue for a family run online retailer

Home & Roost sell hutches, runs and accessories for rabbits and other domestic pets. Seeking to expand on their success, they approached Plug & Play for a new eCommerce solution and a digital marketing strategy.

Lead time:
4 Months
Sector:
Retail
Target Type:
B2C
Demographic:
Family Consumers
Website Goal:
Increase Online Sales
Services:
eCommerce Web Design, Digital Marketing
Scope
  • Custom Design
  • WooCommerce
  • WordPress
  • Search Engine Optimisation
  • Pay Per Click
  • Facebook Ads
  • Google Shopping
Resource
  • 1x Marketing Strategist
  • 2x Digital Marketing Specialists
  • 1x Website Designer
  • 1x Front-End Programmer
  • 1x Back-End Programmer
  • 1x Project Manager
  • 1x Quality Assurance Tester

Post-launch website results

In order to drive revenue for Home and Roost, we focused on delivering material improvements to their organic Google keyword positions, eCommerce conversion rate and Google Ad campaigns.

+ 1 88 %
Increase in eCommerce transactions as tracked by Google Analytics.
+ 1 76 %
Increase in website revenue as tracked by Google Analytics.
+ 1 106 %
Increase in organic traffic as tracked by Google Analytcis.

Challenge

When we started work with Home & Roost their PPC was struggling with high costs and lower than expected returns. Their website SEO was also experiencing issues with page speed, lack of content and poor keyword targeting. We overhauled their digital marketing strategy and rebuilt their website, delivering a significant return on investment.

View site

Full length image of a product page on the walls and floors website

Google Ads and conversion rate optimisation

After an initial review of Home & Roost’s existing Google Ads account we realised that we needed to rebuild their campaigns from the ground up. Within a few months we were able to demonstrate that we had increased their revenue from PPC visitors by more than 146%. We achieved this by reducing their CPC (Cost Per Click) by 52% and increasing their PPC eCommerce conversion rate by 50%.

 

Post-launch keyword results

189 157 126 94 63 31 0 May 22 Jul 24 Sep 25 Nov 27 Jan 29 Apr 2 Jun 4 Aug 6 Oct 8 Dec 10 #1-3 #4-10 #11-20 #21-50 #51+
Home and Roost Logo

“Working with the team at Plug & Play has been a pleasure, their professional and positive attitude to whatever you throw at them is refreshing and from past experience most welcome. P&P’s desire to understand our business from the start of our relationship has enabled us to grow into new areas of the market we hadn’t considered before.

We see Plug and Play as part of our business family rather than an agency we use and look forward to the future as we go from strength to strength.”

Home and Roost Logo

Alan Brimm, Home and Roost, Director

responsive woocommerce website design eCommerce web design woocommerce website development

Improving display advertising

When we initially took control of the Home & Roost display advertising it was struggling with high costs, low click volume and poor audience targeting.

Following our work, year on year impressions were up more than 13%, clicks grew by more than 874% and the click through rate was up by about 758%. All of this was achieved with a negligible increase in the budget.

SEO optimised

We helped Home and Roost improve their rankings by targeting valuable organic keywords that would drive sales. We assigned a keyword focus for each page and generated new engaging content. We created product page content to encourage search engine rankings and drive conversions.

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