The main problem with the original Turtle Mat site was the categorisation of the products which was confusing to the customer. Like many companies Turtle Mat were using terms which made sense to them internally - like "Classical Mats" - but which did not make sense to users or more importantly search engines. We advised to organise the mats into areas of use such as "Bath Mat", "Kitchen Mat" - these are phrases that people search on and that are easy to understand.
Making it Search Engine Friendly
The site has been built to be search engine friendly from the ground up (like all our e-commerce sites). Friendly URLs were used, ensuring that they were relevant, short and in plain English. This not only makes the site easier to negotiate for the user but also allows search engines to index them quickly, making high rankings easier to achieve in a shorter space of time.
Each product was given its own page. This not only helps the user but also gives search engines focused and rich content to pick up on.
Increasing conversion rate
Focus was given to the usability of the site and creating trust points such as the inclusion of credit card details, clear phone number and clear delivery prices.
Turtle Mat were encouraged to set up a blog which is now kept regularly updated. This extra content also gives information for search engines and helps the site to rank for long tail phrases.
Since going live with the latest incarnation of the site in 2009, conversion rates have increased twofold.
3rd Party Integration
The e-commerce software was tailored to ensure that it was compatible with the systems used by the external fulfilment house and the client has full control over the site at all times.
Datadial provides full comprehensive reports charting traffic sources, keyword progress, visitor breakdown and goal conversion rates.
The Turtle Mat site now enjoy top ranking in Google for all of its keywords
75% of all traffic now comes from search engines
Order volume and value has increased by over 15%
Each year we update the site to reflect the look and feel of the offline brochure. This is easy to do and does not involve any reprogramming of the site.