Anthony For Men

Objectives

Tony Sosnick, founder of the popular men’s skin care products company, came to Blue Fountain Media with two distinct goals in mind: to make his website easier to maintain and increase its effectiveness. We provided him with a website redesign, a custom-built content management system, followed by search engine optimization to increase his sales.

Methodology

The Blue Fountain Media team began the process by fully understanding the client’s needs. Anthony For Men founder, Tony Sosnick, was having trouble adding specific sidebar modules that he wanted, he had difficulty modifying his homepage to match his in-store promotions, and the level of information on his product details were not up to his standards. We created a specifications document during the website planning phase, which spelled out each and every feature that was to be implemented on the new and improved version of Anthony.com.

Our design team created design mockups based on the plans, which were then turned into real website pages. The entire checkout process was optimized to ensure that customers could purchase products quickly and easily.

Our development team custom-built a content management system to fulfill the projects goals. The completely customized open-source back-end allows the Anthony For Men team a multitude of options. When adding a new product through the CMS, they can:

• Select the ingredients used in the product.
• Link the product to other related products.
• Provide tips and recommendations.
• Suggest how to use the product.
• Provide multiple images.
• Feature the item on the homepage.
• Select multiple categories for the product to exist in.
• Provide discount codes and promotions for the product.
• Input detailed additional information.
• Visitors to the website can save the item for later.

After the redesigned ecommerce website launched, the Blue Fountain Media marketing team started implementation of a search engine optimization and email marketing campaign. It was found during preliminary research that the Anthony.com website was already receiving a significant amount of traffic from search engines, but that most of the keywords used to find the website were branded. That meant that most users were typing in "Anthony For Men" or related keywords to find the websites. These users are for the most part already customers and are simply looking to re-order a product that they have run out of. To help increase sales on the website, our objective was to improve the website’s visibility for non-branded search terms such as "men’s skin care".

Website content was optimized for search engines, based on keyword research conducted to find the most relevant, high-converting search terms. Then links were created to the website by reaching out to relevant bloggers with high-quality content and by becoming a value-added resource. This is currently an on-going process, which steadily increases the rankings of the website over time.

Results

Immediately after re-launch of the website, dramatic improvements were visible.

• Bounce rates on the homepage decreased by 50%.
• Organic, non-branded search engine traffic increased by 500%.
• Anthony.com ranks on page 1 of Google for over 110 keywords.
• Following the shopping cart redesign, goal abandonment fell from an average of 72% to an average of 63%.