Salamander Cookshop

E-commerce, search & email campaign

www.salamandercookshop.com

Requirements

Salamander Cookshop presented us with an interesting challenge. The cookware store was already trading successfully online, but both the front-end and back-end of the site were clunky. We were required to optimise the site for search, improve conversions, streamline the ordering process and drive targeted traffic to the site. We also wanted to make the site easier to manage. Since we implemented our online strategy, total revenue has increased by 78% and organic search revenue is up by 61%.

Analyse

Our focus here was on the existing site's usability, its products and the typical path taken by visitors. Cookware consumers demonstrate a high degree of brand loyalty, something we focused on during the planning stage. We also identified ways to simplify the ordering process.

Plan

We were keen to capitalise on users' brand loyalty with the new site's navigation. We identified 160 key phrases to target. We gave users the ability to browse by category or manufacturer, which really helped the site's usability. And we recommended that additional products, which were already being sold by Salamander's high street outlets, were added to the online store. This really helped Salamander target key phrases that were related to specific brands. In the second year of marketing the site, revenue doubled - a clear indication of our strategy's success.

Create

We decided to create a stretchable design. This means that the site could be viewed correctly on mobile devices and netbooks, as well as desktop computers. The new site also incorporated gift ideas, special offers and manufacturer discounts. And by building the site on an open source content management system, we were able to ensure it was standards compliant and followed accessibility guidelines. In short, the new site was a significant improvement for both customers and the client.

Promote

We approached Salamander's online marketing strategy from a number of angles. The combination of viral marketing, link building and content development increased monthly organic visits by 122%. And our monthly e-newsletters helped to increase repeat visitors while generating a 4.5% conversion rate.

Optimise

We further refined the key phrases, removed those with a poor return on investment and added new phrases that displayed a high search volume. After we added manufacturers' sub-categories, 73% of their brand-oriented phrases ranked on page one of Google. A branded blog expanded our viral marketing campaign and helped Salamander engage with its customers.