Case Study : E-Commerce Footwear Business Launch & Marketing

Business Strategy

B2C E-commerce Site Development with SEO Implementation for a Footwear Startup

Overview

Our client, 21-year old newly entrepreneur, set out to build a reputable B2C brand, that apparel enthusiasts across the country can secure the latest styles in footwear, clothing and accessories, typically those worn by notable celebrities and influencers. With a vision to deliver a seamless shopping experience to customers across 48 U.S. states - without holding any inventory - our goal was to help them launch a scalable e-commerce operation that excels in customer support, marketing, social media and SEO performance. To bring this vision to life, our team conducted a comprehensive assessment across key strategic areas, including:

Site Builder Analysis

Conduct a comprehensive analysis of the various website platforms such as Wix, Shopify, Wordpress, Squarespace etc, to determine the most suitable platform to scale and manage with little oversight.

SEO Development

Leverage SEO tools and methodologies to create an industry-standard shopping experience that is comparable to reputable brans such as Nike, Balenciaga, Puma etc.

Marketing & Op Support

Comprehensive support in streamlining operational framework to execute marketing, partnerships, and product development strategies.

Approach

Our approach incorporated several focus areas such as Web Development, E-commerce Implementation, Vendor Management, and Growth Strategy to derive optimal solutions to scale quickly. Our approach was as follows:

Wordpress & Woo-commerce for Site Building: Wordpress was leveraged for its comprehensive built-in capabilities, scalability and customization, all integral to our clients product & market expansion strategy. We leverage built-in functionalities and plugins that support the desired UX experience needed, gateways for payment integration, product layout, and SEO support for search engines. Footwear is a commodity whose purchase is driven by style, creativity and visual appeal; the site was created to reflect them USP throughout.

SEO Implementation & User Experience: Our client's goal was to quickly scale and become a reputable e-commerce brand across all search engines and social media platforms. With no Google Ads strategy in place in their early stages, their site was built include the following for UX experience and search ranking advantages:
- A clear guide on how to order and checkout is outlined on the homepage. This is very beneficial for new customers.
- High quality product and menu pages that included targeted keywords & descriptions about the products based on their attributes, brand, offerings, and style.
- Customization of all URLs, backlinks, and naming conventions to maximize reach and visibility when their products are searched.
- Optimizing their Google Search Console to verify site properties and index of all web pages in scope. A sitemap was used as the starting point.
- Optimize Google Merchant Center to strategically outline products across Google for future ad campaigns.

Marketing & Operations Support: Given this was our client's first time embarking on a B2C e-commerce of this magnitude, they needed ongoing support and maintenance that included:
- Tailored pricing strategies that maximize profitability while still operating within market demands and price range for similar products
- Revenue analytics and payment integration support in Wordpress
- Implementation of discount strategies for special occasions and holidays
- Regular maintenance of Wordpress and Google accounts

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