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.
