Established in 1993, Daniel Footwear is a UK-based retailer with 27 retail branches throughout the country specialising in men’s and women’s designer shoes and accessories.
Challenge and insight
Daniel Footwear briefed digital agency Blueclaw to redesign its website,with a particular emphasis on developing a more SEO-friendly site, to gain an edge over its competitors. The retailer was particularly keen to create a site that incorporated practicality, improved administration, better user experience, and was optimised for conversion.
The original content management system (CMS) did not give the company the ability to import or export data easily, search for specific orders at a specific period, or any of the increased usability functions like Customer Reviews and Ratings, Cross Promotion Boxes, Product Zoom or Refine Search that today’s customer expects from visiting the best converting sites on the web.
Strategy and implementation
Extensive onsite SEO implemented and planned before the web build. (Pre-determining the location of H1 header tags, optimised content and footer, search engine friendly URL structure and breadcrumbs etc)
Optimised and dedicated key landing pages for the focus keywords
Extensive benchmarking of top competitors in terms of SEO and site functionality
Implementing previously unavailable functions such as:
- Refined search (according to brand, price, colour)
- Product Sorting (sort by price, alphabetical order, popularity or a predefined value)
- Product Zoom (to enable the customer to view the product as if it were in front of them)
- Cross Promotions (such as Other Customers Also Bought, Other Colours Available, Other Items You Might Like)
- Customer Review & Ratings (to enable the site to benefit from QDF via user generated content
- Tell a Friend / Share Function (allowing customers to bookmark or share the link of the product page to their favourite social bookmarking / social media sites.)
- Straightforward Category Pages (one click go – designed to reduce the number of pages a customer has to go before seeing a product)
Product Pages Designed For Conversion (Big images, clean design and a neatly designed tab section for product description, delivery information, returns information and help section. Call to action: buttons are large and in an inviting positive colour (i.e. Green for add to cart.)
Facebook Like button added (encouraging word of mouth promotion)
Using PR and Marketing as part of our SEO work: organizing email marketing campaigns timed during the week between Monday’s (for day and office wear) and Thursdays (to entice customers for the weekend)
Building relationships with fashion bloggers selected by their Influence (followers, no. of posts, networks involved, frequency of posts, no. of followers, pagerank) and organizing a linkbait strategy that is relevant to the fashion community (product reviews, discounts and freebies incentives)
Extensive content creation strategy, via press releases and a blog dedicated to all things designer
One page checkout system: a simplified and streamlined process, designed to reduce the number of pages a customer has to go through before seeing the end of the process.
Since launching the new site, through a combination of a significantly higher conversion rate and increased organic traffic, online sales have improved by over 250% year on year.
Traffic from non-paid sources has improved by over 200% on an annual basis and site conversion rate to purchase has improved by over 100%.
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