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
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 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.
