VISIT WEBSITE

The Original Website

When I first began working on the website, it’s website was mostly informational.  It’s online store had six products total, with virtually no sales.  The website did have a considerable number of back-links to it, which helped SEO.

Identifying Problems

I installed click-tracking software into the website to see how people used the navigation.  I found that people erroneously navigated to Products > Novelties when looking to make a purchase online.  Instead of navigating to the store where they could buy novelties, the page on “Novelties” only described the types of novelties the store sold.  It seemed that the menu was confusing people, so I reorganized the navigation, putting “Shop” as the first option.

Expanding E-Commerce

Before I started working on the website, there were only six products on the shop, and almost no sales.  I added approximately 1000 products to the website.  With this many products now on the website, the online store needed it’s own navigation and organization, which I created.

Just having products on a site is not enough to get them sold, however.  To automate advertising, I connected our product list to Google Merchant Center via an API and created an ad campaign.  After launching this campaign, George & Company saw a steady stream of online purchases for the first time ever.