With a background in high street retail spanning over 50 years, Electrical Discount UK was formed in 1999, making them a long standing online retailer of electrical goods such as LED TV’s, DVD & Blu-ray players, fridges, washing machines and so on. The online business has grown significantly and the website has been a huge success however it had become very dated in its design and whilst competitors had moved on with new designs and best practice, the EDUK website was falling behind.
With conversion rates slipping, the business was in need of a refreshed website design, focused on conversion to ensure their success continues and the business continues to flourish.
In the increasingly competitive and often price driven electrical goods market, EDUK needed a slick, easy to navigate website that sold products very effectively. Affiliate, SEO and PPC marketing led shoppers to individual product pages and all buyer information needed to be neatly displayed and available offering all a shopper needed to make their decision.
Increased conversion rates were a huge part of the brief, whilst the website also needed to integrate seamlessly with the EPOS system ensuring data integrity and immediate communication between the site and internal stock management systems.
Due to the amount and the variance of information displayed on the website, the design process was something of a challenge but having ecommerce expertise in the design team made for a successful process. The final designs ticked all the boxes as far as best practice and the client’s preferences were concerned.
In the background, the SEO team were working on the overall search strategy whilst consulting on the conversion elements during the build. As a result the website saw a massive increase in traffic for the key terms we were targeting, some as much as 1,400% year on year!
All of this made the launch of the new site in October 2012 that bit more exciting as with the ground work in place, the website fully optimised and ready to convert and ongoing enhancement and SEO work, the future looks electric…
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