Online purchases multiplied with the launch of the restructured site. Several new features have facilitated sales. The site now includes a custom shipping calculation feature to manage shipping costs from multiple distribution centers. It also has extensive customization to allow for multiple product options like custom knob colors, finishes, etc. And, ongoing inventory administration is done through a user-friendly customized web portal.
About Totally Kids
Since 1983, Totally Kids fun furniture & toys has been all about kids. To this day, the business is still family owned and operated. Totally Kids offers the largest selection of kids furniture on the planet, from your kid’s first big bed to their college loft. They’re trusted for having safe, fun, and age-appropriate products that can withstand the rigors of childhood.
Hit Hard by Google’s Move Toward Mobile
Totally Kids experienced many years of solid growth with both local and national traction. Moving into the digital age, it kept busy building out pages targeted for SEO. However, Google’s algorithm updates focusing on mobile formats hit the company hard.
Totally Kids wanted to keep what they had built and regain their previous success. To do that, they needed a partner able to build a site that could handle the complexities of their product line. Complex issues that had to be addressed included a huge inventory, customizable products, and multiple distribution sites, just to name a few.
Simplifying Complex Digital Marketing Needs
One major challenge facing Totally Kids was the complexity of the project. Upgrading the site wasn’t a simple case of updating the web design. Totally Kids had to factor in their strategies for handling multiple distribution sites, customizable products, and building out their large product database for e-commerce.
Windmill Strategy solved these challenges by creating and executing a clear digital strategy. The strategy included updating the website design to be responsive, building a system of landing pages to capture traffic for complex products options, and improving keyword targeting. Moreover, it customized the e-commerce backend to support Totally Kids’ distribution and customization needs.
Making Totally Kids E-Commerce Friendly
Previously, Totally Kids could only accept orders via fax, mail, and phone. They wanted to fix this but didn’t want to lose their hard-earned SEO with a site redesign. Windmill Strategy was able to redesign their site in a way that both protected their SEO and improved their digital marketing efforts.
Results for Totally Kids came quickly. Within a month, Windmill Strategy dramatically boosted the client’s organic traffic and engagement. We also delivered their first 58 online orders. Year-over-year results were also impressive, showing improvement across the board.
- Overall website visitors up 70%
- New website visitors up 75%
- Bounce rate down 33%
- Time on page up 14%