Nappy Head [www.nappyhead.co.uk] was an experienced online retailer who approached Webfaced with a brief of overhauling their old Actinic based ecommerce website. The project covered the redesign, restructure and recoding of the website. The project then moved onto online marketing including SEO, PPC, Affiliate Marketing and Social Media and the relationship has continued to this very day.
The brief was to create a modern and funky site with professional functionality to reflect the Nappy Head brand which had already established itself as being a funky brand with emphasis on great customer service. One of the major concerns for Nappy Head was the structure of the website and the rethinking of the site navigation which analytics showed needed to improve. Beyond the site build itself was the need to increase traffic to the site and awareness of the brand.
Webfaced reviewed the site design which was actually fairly straightforward due to the fact that Nappy Head as a brand had an identity already, it was more a case of reworking it to make it more professional and sleek. The site structure was reviewed and Actinic’s standard site navigation was scrapped to make way for Webfaced’s own developed system. The Webfaced team then began reworking the standard Actinic coding for the site to increase the site’s ability to rank well in the search engines. Lots of work was done to identify the best performing search terms for the company and these were built into the site. The same research was then used to structure link building activity and also to form the extensive PPC campaign which is running to a very positive ROI. Further work was done to setup Nappy Head on an affiliate network to bring another traffic source and revenue stream into the mix.
Due to the fresh and professional new design and the extended product views with image zoom functionality the ecommerce front-end improved conversion rate. With the site performing better in terms of converting traffic it made sense to start increasing traffic via PPC, SEO and Affiliates. The schedule for this proactive marketing continues and the ROI is fantastic with Nappy Head seeing a very healthy profit from these activities whilst at the same time maximising consumer’s exposure to the brand through varied channels.
“ Webfaced have always been a central part of our eCommerce strategy. They understand the nuances of our business and the demands of the e-tail world and they help us to bring the two together. ”