- Pozzoli Living&Moving
Before proceeding with the planning of Pozzoli’s digital marketing strategies, it was necessary to carry out a complete audit of the site, with the aim of understanding what were the factors on which to intervene in terms of appearance, content, SEO and usability. Many energies were spent in the e-commerce section as the increase in online sales was considered by the customer to be a primary goal.
From an SEO perspective, the first efforts have focused on finding the most suitable keywords to create a menu capable of clearly highlighting all the categories and subcategories of the products that Pozzoli has arranged for online sales. From this work the writing of the texts is derived, as well as the meta data, more suitable for the page relating to each product. The work of reviewing and optimizing the images within the site was also important.
The priority functionalities requested by Pozzoli were a simple navigation and a comfortable use of the contents: the user, as soon as he landed on the site, must in fact be able to orient himself among his sections – informative and commercial – and easily carry out the actions he prefers, in particular if it is a purchase. The subdivision of the information on the home page into two separate navigation menus, however close, is aimed precisely at this purpose and, in particular, the menu regarding the categories of product being promoted stands out most from the attention of the user. The most relevant commercial information and promotions are however repeated in the body of the home page, below the fold, and enriched by images and text fields, so that the user, even shaking, can focus his attention on the products.
The work of copy has been enriched by a graphic restyling of the pages relating to the products, emphasizing the purchase keys, to the detriment of less relevant information that, even coloristically, enjoys less importance. Another important aspect to complete the restyling of the home page was the insertion of a banner within the slideshow aimed at the products being promoted on the online store.
For the promotion of the products of the online store, a campaign was activated on Facebook that generated a strong interest, several interactions and numerous visits to e-commerce.
In parallel with the campaign on Facebook, a targeted communication plan was activated, which had its maximum success with the newsletter linked to the products being promoted. Different templates have been created on which a planned newsletter sending plan has been built, differentiated for the different targets.
Increased site traffic; site usability improvement; streamlining and improving the flow of purchase; increase in leads; increased visits to the showroom; increase of the user database.