Client: Paintworld (Wattyl Paint Group)
Industry: eCommerce – Paint and Equipment Supplies
Project: Comprehensive Website Redesign and SEO Optimisation
Challenges
Paintworld, a well-established name in Sydney’s paint and equipment supply industry, required a modernised website that maintained a familiar feel for returning customers while addressing key issues. The main challenges included:
- Outdated Design: The old website theme didn’t reflect Paintworld’s reputation as a trusted provider of paint supplies, creating a disconnect between the brand and its online presence.
- Navigation Issues: Customers struggled to effectively browse the product catalogue, which negatively impacted their shopping experience and purchasing journey.
- Limited Sales Tools: The site lacked essential eCommerce features, like live chat, to support customer interactions and improve conversion rates.
- Underperforming SEO: Minimal metadata and content led to low search engine visibility, limiting Paintworld’s reach in organic search results.
Strategy
To overcome these challenges, we implemented a strategic plan that focused on incremental improvements, retaining the core functionality while enhancing user experience, accessibility, and search visibility:
- Enhanced Theme Design: Updated the existing theme with new CSS and Liquid code to refresh the design, keeping it familiar for returning users while elevating its modernity and appeal.
- Improved User Experience: Redesigned navigation and categorisation, allowing customers to browse products by brand, type, and use, streamlining the shopping experience.
- eCommerce Conversion Tools: Integrated a live chat feature to provide real-time customer support, encouraging higher conversion rates.
- Search Engine Optimisation: Implemented on-page SEO strategies and structured metadata, as well as dedicated content pages (blogs and news), to boost search engine rankings and organic traffic.
Execution
1. Theme Customisation:
- Retained the original theme but applied updated CSS and Liquid code to give the site a fresh look without altering core functionality.
- Refined assets, collections, and visual elements to present a polished and professional appearance.
2. Improved Navigation and Catalogue Structure:
- Streamlined the product catalogue by cleaning up categories and adding filters, making it easier for customers to locate items by brand, product type, and application.
- Updated the menu layout to create a more user-friendly and intuitive browsing experience.
3. Conversion-Optimised Features:
- Added live chat support, enabling immediate customer assistance and enhancing the likelihood of conversions.
- Enhanced membership and awards systems to boost customer engagement and encourage repeat purchases.
4. SEO and Content Pages:
- Implemented SEO-focused metadata and developed dedicated content pages (blogs and news) to improve Google rankings.
- Enhanced page layouts and product descriptions for better indexing, targeting keywords that aligned with customer search behaviour.
Outcomes
The Paintworld website redesign successfully enhanced the user experience, improved eCommerce functionality, and boosted the site’s visibility on Google, supporting overall growth. Key outcomes included:
- Enhanced User Experience: Improvements in navigation and catalogue structure led to longer site visits and greater ease in product discovery.
- Improved Conversions: The live chat feature resulted in a 15% increase in conversions, offering real-time support to potential customers.
- Higher Search Rankings: Updated metadata and fresh content pages drove a 20% increase in organic traffic, expanding Paintworld’s reach and visibility.
Key Achievements
- Enhanced Design: Modernised the existing theme with updated CSS and Liquid code.
- Improved Navigation: Reorganised the product catalogue for smoother browsing.
- Boosted Conversions: Added live chat, resulting in a 15% increase in sales.
Conclusion
Paintworld’s redesigned website now offers a streamlined, user-friendly experience that aligns with its brand as a top supplier of paint and equipment. With improvements in navigation, customer support features, and SEO, Paintworld is better positioned to expand its online sales and visibility, providing customers with a seamless and engaging shopping experience.
