Magento agency London

The client are an established tile retailer with a very successful website. However, the existing website was gradually losing its Google positions, generating less traffic and as a result, losing online revenue. The client came to us because they needed a Magento web design agency to deliver them a new eCommerce website design.

The client decided that they needed a specialist Magento web design agency because their existing website was built on a custom platform. The existing website didn’t give them the flexibility their large internal team needed. Furthermore, choosing a well documented and well supported platform like Magento would allow the client to scale and grow in future. This gave the client peace of mind that any Magento web design agency could support and maintain their website.

Magento web design agency London

The client discussed their project with a variety of Magento web design agencies, but chose us because we are a well established Magento agency in London. Since Plug & Play was founded in 2006, we’ve undertaken many eCommerce projects at our London web agency.

The client’s website project started with a meeting at our Magento agency London offices, fully scoping out the project. Several of our Magento web design agency team developed a technical specification that detailed all of the functional requirements for the website. Once this was approved, the designers at our Magento agency in London started work designing wireframes for the new website. They then progressed to the homepage design and the design of the internal pages.

The next stage of the project was for the developers at our website design agency London to build the website, starting with the front end and then moving onto the integration with Magento. Our Magento web design agency also ensure that the website integrated with a series of third party platforms and providers, including Sage200 which the client used to manage their stock.

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
A selection of walls and floor product categories
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.

View site

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.

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