Case Study: Transforming The Original Novelty Sweets’ Online Presence
Case Study: Transforming The Original Novelty Sweets’ Online Presence
Client Overview: The Original Novelty Sweets, a Cape Town-based confectionery wholesaler with an incredible history, is a trusted name for nostalgic treats loved by generations. However, their website’s poor performance was holding them back from leveraging digital marketing to grow their brand. They turned to us to address these challenges and create a solid foundation for their online growth.
The Challenge:
- A slow, cumbersome website that caused high bounce rates, especially for mobile users.
- Hosting issues that severely impacted website performance and user experience.
- Lack of streamlined functionality for wholesalers and retail customers, including pricing and shipping modules.
- Building trust and brand awareness in a competitive market.
- Limited engagement and visibility on social media platforms like Facebook and TikTok.
Our Approach:
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Website Optimization and Hosting Migration:
- Conducted a detailed analysis and identified hosting as the primary bottleneck.
- Migrated the website to our specialized hosting package designed for resource-intensive e-commerce stores.
- Optimized website speed to significantly improve performance for desktop and mobile users.
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E-commerce Enhancements:
- Implemented custom shipping modules tailored to the client’s logistics needs.
- Added separate logins for wholesale and retail customers, with dynamic pricing to accommodate both audiences.
- Streamlined the checkout process to address bottlenecks and improve conversions.
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Social Media Strategy:
- Launched a targeted competition on Facebook and TikTok to re-engage customers and boost brand awareness.
- Focused on user-generated content, encouraging followers to share their favorite products and experiences.
- Grew their TikTok following by showcasing fun, snack-related content that resonated with a younger audience.
- Resulted in an impressive 77 Google reviews, which were displayed on the website using the Google Places API to build trust.
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Trust-Building Campaign:
- Leveraged the reviews and social media engagement to create a narrative of reliability and quality, enhancing the brand’s reputation.
The Results:
- Increased Organic Traffic: The website now attracts 433 monthly visits, reflecting a 59.78% growth in non-branded organic traffic.
- Higher Keyword Rankings: The site ranks for 51 keywords, with notable improvements in top-10 positions for high-value search terms.
- Improved Trust: With 77 Google reviews prominently integrated into the website, the brand has gained significant credibility.
- Social Media Success:
- Facebook competition posts reached thousands of users, leading to increased engagement and website visits.
- TikTok campaigns grew brand visibility among younger audiences, further diversifying their customer base.
- Streamlined Operations: The new functionalities for wholesale and retail customers have simplified processes and improved the user experience.
- Enhanced Brand Image: The faster, more functional website and successful social campaigns positioned The Original Novelty Sweets as a modern yet trustworthy Cape Town institution.
This case study highlights how a strategic blend of technical improvements, customer-focused e-commerce functionality, and creative social media marketing can transform a historic brand into a modern success story.
If you are in need of a expert marketing and web design team in cape town contact us.
Written By: New Perspective Design
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