Walls and Floors | Magento Web Design

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Boasting millions of orders and customer records, the website attracted hundreds of thousands of visitors each week. However, as the previous Walls and Floors website was ageing it was seeing a gradual drop in keyword rankings and conversion rates.</p> </div> <dl class="points" data-pnp-animate="fadeInLeft" data-pnp-animation-delay=".9s"> <dt class="title">Lead time:</dt> <dd class="text">18 Months</dd> <dt class="title">Sector:</dt> <dd class="text">Retail</dd> <dt class="title">Target Type:</dt> <dd class="text">B2C & B2B</dd> <dt class="title">Demographic:</dt> <dd class="text">DIY Consumers, Trade Customers</dd> <dt class="title">Website Goal:</dt> <dd class="text">Increase Online Sales</dd> <dt class="title">Services:</dt> <dd class="text">eCommerce Web Design, Digital Marketing</dd> </dl> </div> </section> </div> </div> </div> </div>  <div class="component layout negative-margin pnp-bg " style=" "> <div class=" container-fluid "> <div class="row no-gutter full-width-layout "> <div class="col-md-12"> <section class="component component-image -display-type-standard " style="" data-scrollax-parent="true" > <img class="image" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201920%201198'%3E%3C/svg%3E" data-src="https://www.plugandplaydesign.co.uk/wp-content/uploads/2021/05/Walls-and-floors-categories.jpg" alt="" height="1198" width="1920" /> </section> </div> </div> </div> </div>  <div class="component layout negative-margin pnp-bg " style=" "> <div class=" container -narrow "> <div class="row no-gutter full-width-layout "> <div class="col-md-12"> <section class="component component-text -two_columns v-padding" style=""> <div class="inner"> <dl class="list" data-pnp-animate="fadeInLeft"> <dt class="title">Scope</dt> <dd class="content"><ul> <li>Continuous Data Migration</li> <li>Custom Design</li> <li>Magento</li> <li>Sage200 Integration</li> <li>Search Engine Optimisation</li> <li>Google Shopping</li> <li>Amazon Shopping Integration</li> <li>Pure360 Integration</li> </ul> </dd> </dl> <dl class="list" data-pnp-animate="fadeInLeft" data-pnp-animation-delay=".15s"> <dt class="title">Resource</dt> <dd class="content"><ul> <li>1x Marketing Strategist</li> <li>2x Digital Marketing Specialists</li> <li>2x Website Designers</li> <li>4x Front-End Programmers</li> <li>4x Back-End Programmers</li> <li>2x Project Managers</li> <li>2x Quality Assurance Testers</li> </ul> </dd> </dl> </div> </section> </div> </div> </div> </div>  <div class="component layout negative-margin pnp-bg " style=" background-color: #151e49;"> <div class=" container -narrow "> <div class="row no-gutter full-width-layout "> <div class="col-md-12"> <section class="component component-text -large text-light" style=" padding-top: 20%;padding-bottom: 20%;"> <div class="inner"> <div class="content" data-pnp-animate-inner="fadeInBottom" data-pnp-animation-delay=".3s"> <div class="content-large"> <h2 class="heading8">Post-launch website results</h2> <p>This established eCommerce retailer had over 5,000 pages that needed to be re-directed into a new URL structure as part of a wide ranging on-page optimisation strategy that delivered outstanding results.</p> </div> </div> </div> </section> </div> </div> </div> </div>  <div class="component layout negative-margin pnp-bg " style=" background-color: #151e49;"> <div class=" container -medium "> <div class="row thirds-layout"> <div class="col-sm-4"> <div class='component-countdown number text-light' data-from='1' data-to='1021' data-duration='1000'> <div class='inner'> <span class='prefix'>+</span> <span class='num-container'> <span class='num'>1</span> <span class='num-hidden'>1021</span> </span> <span class='suffix'></span> </div> <div class='sub-text'>Organic keyword positions improved in Google over 6 months from launch as tracked by Moz.com</div> </div> </div> <div class="col-sm-4"> <div class='component-countdown number text-light' data-from='1' data-to='182' data-duration='1000'> <div class='inner'> <span class='prefix'>+</span> <span class='num-container'> <span class='num'>1</span> <span class='num-hidden'>182</span> </span> <span class='suffix'>%</span> </div> <div class='sub-text'>Increase in search visibility across the 1,453 keywords being tracked by Moz.com</div> </div> </div> <div class="col-sm-4"> <div class='component-countdown number text-light' data-from='1' data-to='625' data-duration='1000'> <div class='inner'> <span class='prefix'></span> <span class='num-container'> <span class='num'>1</span> <span class='num-hidden'>625</span> </span> <span class='suffix'></span> </div> <div class='sub-text'>Keywords that rank in the top 3 organic positions in Google 6 months after going live as tracked by Moz.com</div> </div> </div> </div> </div> </div>  <div class="component layout negative-margin pnp-bg bg-colour-case_study-grey" style=" "> <div class=" container-fluid "> <div class="row no-gutter full-width-layout "> <div class="col-md-12"> <section class="component component-image -collage -image_inset " style=""> <div class="image-container"> <img class="image scroll-reveal-collage image_0" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201920%201208'%3E%3C/svg%3E" data-src="https://www.plugandplaydesign.co.uk/wp-content/uploads/2019/05/Walls-Floors-Desktop1.jpg" alt="homepage screenshot" height="1208" width="1920" /> </div> </section> </div> </div> </div> </div>  <div class="component layout negative-margin pnp-bg " style=" "> <div class=" container -narrow "> <div class="row no-gutter full-width-layout "> <div class="col-md-12"> <section class="component component-text " style=" padding-top: 20%;padding-bottom: 20%;"> <div class="inner"> <div class="content" data-pnp-animate-inner="fadeInAuto" data-pnp-animation-delay=".4s"> <h2 class="heading8">Brief</h2> <p>We needed to modernise the existing look and feel to create an effortless experience for users. A key part of this user experience process was the in-depth analysis of the existing user flows and mapping user behaviour through their buying journeys. 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up to date. Their old website did not have an easy to use content management system meaning that the internal Walls and Floors team struggled with their day to day tasks. We took a brief from each member of the team to understand how the new website’s Magento eCommerce platform could help them complete their work more accurately and efficiently. </p> </div> </div> </div> </section> </div> </div> </div> </div>  <div class="component layout negative-margin pnp-bg bg-colour-case_study-grey" style=" "> <div class=" container -large "> <div class="row no-gutter full-width-layout "> <div class="col-md-12">  <section class="component component-showcase -showcase_long_image" style=""> <div class="inner v-padding" style=""> <div class="showcase-container"> <div class="image-container "> <img class="image image_0" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201000%201907'%3E%3C/svg%3E" data-src="https://www.plugandplaydesign.co.uk/wp-content/uploads/2019/05/full-length-walls-and-floors.jpg" alt="Full length screen shot of the bathroom tiles page" height="1907" width="1000" /> </div> <div class="content-container"> <h3 class="showcase-header" data-pnp-animate="fadeInRight"> eCommerce SEO </h3> <div class="showcase-content content" data-pnp-animate="fadeInRight" data-pnp-animation-delay=".3s"> <p>In a competitive consumer eCommerce sector, organic keyword positions in search engines make a huge difference to sales revenue.</p> <p>We carefully planned the structure of the new website including URL structure, category management and hierarchy, keyword selection and on-page specificity.</p> <p>The result was the creation of 301 redirects for thousands of highly optimised pages. Over a 4 month period we increased the number of competitive keywords ranking in Google in positions 1 – 3 from 174 to 548 – increasing Walls and Floors’ marketplace visibility by over 127%.</p> </div> </div> </div> </div> </section> </div> </div> </div> </div>  <div class="component layout negative-margin pnp-bg " style=" "> <div class=" container -narrow "> <div class="row no-gutter full-width-layout "> <div class="col-md-12"> <section class="component component-text -large" style=""> <div class="inner"> <div class="content" data-pnp-animate-inner="fadeInBottom" data-pnp-animation-delay=".3s"> <div class="content-large"> <h2 class="heading8">Website features</h2> <p>With thousands of different products and product categories, having a clear navigation to help users quickly find what they are looking for was vital. Our design team worked with Walls and Floors to create a large drop down menu that divides the different tiles by category, colour, usage and popularity to help users quickly find the tile they are looking for.</p> </div> </div> </div> </section> </div> </div> </div> </div>  <div class="component layout negative-margin pnp-bg bg-colour-case_study-grey" style=" "> <div class=" container -large "> <div class="row no-gutter full-width-layout "> <div class="col-md-12"> <section class="component component-image -collage -image_collage11 " style="padding-bottom: 5.75%;"> <div class="image-container"> <img class="image scroll-reveal-collage image_0" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20700%201244'%3E%3C/svg%3E" data-src="https://www.plugandplaydesign.co.uk/wp-content/uploads/2019/05/WF-PHONE-1.jpg" alt="mobile view of the walls and floors homepage" height="1244" width="700" /> <img class="image scroll-reveal-collage image_1" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20700%201245'%3E%3C/svg%3E" data-src="https://www.plugandplaydesign.co.uk/wp-content/uploads/2019/05/WF-PHONE-3.jpg" alt="phone view of a product page" height="1245" width="700" /> <img class="image scroll-reveal-collage image_2" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20700%201244'%3E%3C/svg%3E" data-src="https://www.plugandplaydesign.co.uk/wp-content/uploads/2019/05/WF-PHONE-2.jpg" alt="looking at a category page on mobile" height="1244" width="700" /> </div> </section><section class="component component-image -collage -image_inset " style="padding-top: 5.75%;"> <div class="image-container"> <img class="image scroll-reveal-collage image_0" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201920%201080'%3E%3C/svg%3E" data-src="https://www.plugandplaydesign.co.uk/wp-content/uploads/2019/05/WF-Homepage-4.jpg" alt="The magento website homepage with the megamenu open" height="1080" width="1920" /> </div> </section> </div> </div> </div> </div>  <div class="component layout negative-margin pnp-bg " style=" "> <div class=" container -narrow "> <div class="row no-gutter full-width-layout "> <div class="col-md-12"> <section class="component component-text -large" style=""> <div class="inner"> <div class="content" data-pnp-animate-inner="fadeInBottom" data-pnp-animation-delay=".3s"> <div class="content-large"> <h2 class="heading8">Conversion rate optimisation</h2> <p>Customer reviews play an important role in the buying journey of any product online and Walls and Floors makes great use of TrustPilot to show potential customers that thousands of others have been impressed with the selection of tiles and the quality of the products and service. We integrated the TrustPilot reviews with the new website to maximise chances of conversion.</p> <p>LiveChat is an increasingly popular tool used to help assist online visitors, ultimately encouraging them to convert into paying customers. We integrated the new website with Walls and Floors’ chosen third party Live Chat provider; Salesiq from Zoho.</p> </div> </div> </div> </section> </div> </div> </div> </div>  <div class="component layout negative-margin pnp-bg " style=" background-color: #1b1b1e;"> <div class=" container -large "> <div class="row no-gutter full-width-layout "> <div class="col-md-12">  <section> <div class="component row component-checkerboard text-lightno-gutter" style="" > <div class="col-xs-12 col-sm-5 col-lg-6 checkerboard-panel -image pnp-bg"> <img class="image" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201000%201059'%3E%3C/svg%3E" data-src="https://www.plugandplaydesign.co.uk/wp-content/uploads/2019/05/Mask-Group-632.png" alt="Magento website on an iphone" height="1059" width="1000" /> </div> <div class="col-xs-12 col-sm-7 col-lg-6 checkerboard-panel -text "> <div class="inner"> <div class="content -ignore-mob-colour" data-pnp-animate="fadeInBottom" data-pnp-animation-delay=".3s"> <h2 class="heading8"><span style="color: #ffffff;">Mobile eCommerce</span></h2> <p><span style="color: #ffffff;">A large proportion of purchases on the Walls and Floors website are made using mobile phones and tablet devices. To deliver on both SEO and CRO goals we needed to create a custom experience for these visitors, with distinct touch points and call to actions.</span></p> </div> </div> </div> </div> </section> </div> </div> </div> </div>  <div class="component layout negative-margin pnp-bg " style=" "> <div class=" container -narrow "> <div class="row no-gutter full-width-layout "> <div class="col-md-12"> <section class="component component-text -large text-dark" style=""> <div class="inner"> <div class="content" data-pnp-animate-inner="fadeInBottom" data-pnp-animation-delay=".3s"> <div class="content-large"> <h2 class="heading8">Integrating Sage 200 with Magento</h2> <p>To ensure data integrity across the business Walls and Floors use Sage 200 to manage products, stock, customers, orders and deliveries.</p> <p>Our integration between Sage 200 and Magento was crucial to the success of this online shop. 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