Following on from our previous success with the second eCommerce website, we have worked to help create a new website with a huge host of new features. The new website has expanded on the lessons learned from the previous website. We have integrated more rich video content from the YouTube channel and are working on 360° photography to further enhance the website imagery and make the visitor experience more interactive. The new site offers the ability to cross sell similar products which the company wishes to promote to its visitors. We can also now provide the customers with upsell products based on their shopping basket such as accessories and insurance to further enhance their web experience and growing the sales and profit margins.
Pay Per Click
With a new website comes a new digital marketing strategy. The new website and back end system has five times as many products as the previous website, the existing marketing strategy needed to be completely re-written. Tightly themed campaigns and ad groups will ensure the CPC bids are kept as low as possible. We utilised PPC remarketing and all the available Google ad extensions, this will help reaches across many Internet sites and platforms to extend to new customers. Google eCommerce analytics has been implemented so we can benefit from the ‘real time’ reporting and give enhanced analytical reporting over the standard Google web analytics.
Search Engine Optimisation
The importance of SEO cannot be underestimated when launching a new website. We need the search engines to find our sparkling new website quickly as possible and index the pages as fast as they can. We used the traditional off page optimisation methods using external link building and on page optimisation. We have integrated social network buttons for the popular social networking platforms; Facebook, Twitter & Pinterest. To further enhance the search engine optimisation efforts we are inviting customers back to the site to leave reviews for their purchase giving us a regular stream of fresh content. As with all digital marketing, continual appraisal and optimsation to improve customer interaction and conversions.
Email Marketing
An email marketing campaign was created to engage with the existing customer base and introduce them to the new brand name. The initial campaign was designed to introduce the new company website, a wider range of products and better services to our customers. The email also contained a small range of products with an offer code to receive a discount on their first purchase.
Additional email templates have been created to regularly reach out to the clients customer base offering them unique offers and discount codes to tempt them back to make another purchase. The campaigns have full reporting so we can adjust the product types and text to improve conversions and ROI.
Losing Brand Identity
We identified with the client that their brand name was stifling their future growth, with so many competitors having similar names we needed to ensure their brand name was short and easy to remember. We decided that in order to continue to grow their business we needed to re-launch with a new brand name. We were extensively involved in the new company name, logo, colour schemes and layouts. Working closely with the client we produced the draft logo, colours and layout then worked with their external design company to complete the final logo.
We extended the new company branding for the client to include their email signatures, internal documentation and a wide variety of promotional and system generated materials. Fish 4 Sales continues to provide bespoke graphic, print and digital work for the client.
Phase 1 Completed
The development of the new website and system has taken 6 months to complete phase 1, we are already working on phase 2 with additional phases in the future. Phase 1 was to get the initial website online with additional products and integration into the new back end system.
Phase 2 will see enhancements driven by customer and visitor feedback along with structured features being added. Cart abandonment is being implemented to ensure customers having difficulty during the checkout will still complete their sale.