When they invited Teampoint to assist them they already had a
website based on Shopify. This web-based e-commerce infrastructure
provides useful blogging features and focuses it's efforts on being
and remaining as Google-friendly as possible. In the interest
of an early result, we made only limited changes to the
existing website, mostly to improve it's structural search engine
optimisation (SEO).
Our primary focus was on acquiring more traffic (views). To
check our work we installed and configured Google Analytics so that
we could adequately monitor the changes in traffic and the
responses to various keywords and phrases. Our initial SEO work was
successful and the site began to climb up Google's natural
listings, but not yet onto the first page. We researched suitable
universal keywords and their linked market interests, assisting
Hoboken in making appropriate modest investments in Pay-per-Click
(PPC) through Google Adwords.
The conversion of views into orders was our natural secondary
objective, and we concentrated on creating coherent custom-designed
"landing pages" for the various key-words based traffic arriving at
the site. These avoided any inadvertent off-putting for visitors,
allowing them to move almost straight to the products we assumed
they might be looking for, with subtle side references to other
product areas served by the website.
Because of the relevance of social networks in e-marketing, work
was also begun on setting up accounts with Facebook and Twitter to
take advantage of these additional ways of spreading the word of
news and promotions.
The Shopify application also collects opted-in email addresses
from customers, and we plan that these can be exploited in the
future by using our Wildfire247.com application.
We have demonstrated to our client the huge benefits of using
paid-for traffic generation and that, used intelligently, Google
Adwords is a vital, and extremely controllable and sensitive
resource. After setting up the website and the proposition in a
coherent fashion then only a small daily budget spent on this
resource can bring almost immediate results.
We also demonstrated that although out-sourcing the specialist
work has it's place, there is absolutely no alternative to
thorough, and committed, daily grind to keep the website relevant,
up-to-date, interesting and fully populated with product.