The process
Just like their sumptuous sofas, we made ourselves completely comfortable with the brand, by conducting a full review of their current website, online activities and business objectives to make sure any recommendations were designed to serve these.
The initial stages of the project in 2018 centred around a multi-faceted online marketing strategy that focused on driving high-value, relevant organic traffic to the Ponsford website. This included a targeted link building strategy, where we identified reputable, relevant third-party sites to publish high-value custom content to gain a steady stream of valuable and relevant backlinks.
In addition, we conducted product-centric keyword research to identify relevant, winnable keyword opportunities surrounding their key product collections. These keywords were implemented into an on-page optimisation strategy, updating key top-level category pages and subcategory pages to attract, inform and engage users in organic search. This was further bolstered through the creation of engaging, informative and keyword-optimised blog content to aid the site in ranking for relevant long-tail keywords in organic search.
Recognising additional opportunities to engage and showcase Ponsford products, we also supported and advised them on email marketing best practices and how to maximise the success of sale-focused campaigns. This included designing a custom email workflow that would better nurture and engage their audience throughout the marketing funnel and provide greater insights into consumer behaviour and remarketing opportunities to optimise sale conversions.
Exploring paid marketing opportunities, we also had an active and supporting role in implementing effective Google advertising activity through Pay-Per-Click campaigns - helping them to maximise paid advertising budgets and drive web sales of key products.
From a development and design point of view, we identified a more suitable ecommerce platform that allowed them to focus on growing their online customer base rather than continually addressing bugs.
Before migrating their existing site over, we mapped out their ideal customer journey, reimagining the existing site structure to provide a more logical and user-friendly interface. This included streamlined site navigation, intuitive product filters and more emphasis on inspirational visual assets throughout the site to deliver an online showroom shopping experience that rivaled industry-leading brands.
This emphasis on usability was mirrored in the backend development, ensuring each step of the user journey flowed seamlessly to improve user engagement and conversions. Taking into account challenges with payment options, delivery rules and merchandising, the overall design aimed to deliver a more cohesive customer journey that curated a tailored online shopping experience.
