Another successful online shopping solution
London, UK (06/05/2010)
Beales Department Stores (Beales) is one of the UK's leading department store chains, with 11 locations nationwide. They selected Lab Lateral, through one of our creative partners, Thinking Juice , to develop an eCommerce solution for their entire product range. This new online shopping solution aimed to launch Beales as a major player in the eCommerce sphere by bringing their online offering in line with that of their competitors.
An eCommerce Solution with Specific Requirements
Beales required an eCommerce web development with custom but intuitive functionality to ensure their products could be found as easily as possible, maximising purchase probability and basket value. They had a large amount of merchandise requiring a sophisticated product interface and an uncomplicated content management system. To ensure that their eCommerce solution was a success, the project was underpinned by a thorough Search Engine Optimisation (SEO) campaign, undertaken by Lab Lateral's in-house Online Marketing Team.
Easy to use eCommerce Functionality
The functionality and design underpinning Beales's eCommerce web development delivered a site that was easy to navigate and quick to load with a high degree of usability. The main menu had a 'click-to-expand' functionality that showed the categories within a section. For shoppers that knew what they were looking for this allowed them to go straight into a category or section. On all pages, except the home page, a breadcrumb trail was included to provide navigation that helped users to keep track of their location.
Product and Content Management System
Due to the large amount of merchandise that would be available through their online shop, a sophisticated product interface was required. This was incorporated into a Content Management System (CMS) so that once Lab Lateral had uploaded all the product information, any changes could easily be made by Beales staff. Using the CMS, the administrator had the ability to feature any products on the home page in order to provide up-to-date promotions and run competitions. Offers could be linked to specific landing pages and product detail pages. Each page visit could be traced using Google Analytics, providing a tracking metric for future marketing efforts.
Lab Lateral's Online Marketing Campaign
The intent of the Search Engine Optimisation (SEO) Campaign was primarily to drive more traffic to www.beales.co.uk to increase the number of purchases made by customers. Our Online Marketing Department identified the keywords required and worked closely with Beales to write optimised copy to improve Beales search engine rankings. This is an ongoing aspect of the project and Lab Lateral performs monthly SEO reviews of the web development to ensure that content is populated with current keywords to achieve continuous high search engine rankings, as well as expanding the online footprint of the site by building links to the site from appropriate directories and forums.
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London, UK (06/05/2010)
Beales Department Stores (Beales) is one of the UK's leading department store chains, with 11 locations nationwide. They selected Lab Lateral, through one of our creative partners, Thinking Juice , to develop an eCommerce solution for their entire product range. This new online shopping solution aimed to launch Beales as a major player in the eCommerce sphere by bringing their online offering in line with that of their competitors.
An eCommerce Solution with Specific Requirements
Beales required an eCommerce web development with custom but intuitive functionality to ensure their products could be found as easily as possible, maximising purchase probability and basket value. They had a large amount of merchandise requiring a sophisticated product interface and an uncomplicated content management system. To ensure that their eCommerce solution was a success, the project was underpinned by a thorough Search Engine Optimisation (SEO) campaign, undertaken by Lab Lateral's in-house Online Marketing Team.
Easy to use eCommerce Functionality
The functionality and design underpinning Beales's eCommerce web development delivered a site that was easy to navigate and quick to load with a high degree of usability. The main menu had a 'click-to-expand' functionality that showed the categories within a section. For shoppers that knew what they were looking for this allowed them to go straight into a category or section. On all pages, except the home page, a breadcrumb trail was included to provide navigation that helped users to keep track of their location.
Product and Content Management System
Due to the large amount of merchandise that would be available through their online shop, a sophisticated product interface was required. This was incorporated into a Content Management System (CMS) so that once Lab Lateral had uploaded all the product information, any changes could easily be made by Beales staff. Using the CMS, the administrator had the ability to feature any products on the home page in order to provide up-to-date promotions and run competitions. Offers could be linked to specific landing pages and product detail pages. Each page visit could be traced using Google Analytics, providing a tracking metric for future marketing efforts.
Lab Lateral's Online Marketing Campaign
The intent of the Search Engine Optimisation (SEO) Campaign was primarily to drive more traffic to www.beales.co.uk to increase the number of purchases made by customers. Our Online Marketing Department identified the keywords required and worked closely with Beales to write optimised copy to improve Beales search engine rankings. This is an ongoing aspect of the project and Lab Lateral performs monthly SEO reviews of the web development to ensure that content is populated with current keywords to achieve continuous high search engine rankings, as well as expanding the online footprint of the site by building links to the site from appropriate directories and forums.
View all articles »
To subscribe to our RSS feed please click here.
