The document outlines a case study on the redesign and optimization of an eCommerce website aimed at enhancing user experience and increasing online engagement. Key results include a significant rise in online bookings and brand awareness, as well as improvements in website traffic and search engine rankings. The project involved various strategies such as content management, SEO, and customer interaction enhancements to drive results.

1. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
Case Study
Refocus, Redesign & Locally
Optimize An eCommerce Site

2. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
Client

3. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
Create a unique, branded
online experience that:
Challenges
• is an active tool for sales and marketing
• promotes and streamlines the processes
of making appointments and purchasing
gift certificates
• allows for easy client maintenance
of content

4. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
Architect
Solutions

5. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
Design
Solutions

6. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
Write
Solutions

7. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
Optimize
Solutions

8. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
Develop and launch a custom website
with a robust content management systemSolutions

9. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
to provide an avenue of continued
communication about relevant news,
updates to the website (e.g., new articles)
and special offers
That enables current and potential
customers to easily locate critical
information and complete key tasks
by seamlessly integrating:
Solutions

10. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
to facilitate online appointments
That enables current and potential
customers to easily locate critical
information and complete key tasks
by seamlessly integrating:
Solutions

11. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
to process online purchase
of gift certificates
That enables current and potential
customers to easily locate critical
information and complete key tasks
by seamlessly integrating:
Solutions

12. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
to promote related events and video,
as well as engage brand enthusiasts
That enables current and potential
customers to easily locate critical
information and complete key tasks
by seamlessly integrating:
Solutions

13. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
to share bookmarks and boost
online visibility
That enables current and potential
customers to easily locate critical
information and complete key tasks
by seamlessly integrating:
Solutions

14. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
to track user clickstream data
That enables current and potential
customers to easily locate critical
information and complete key tasks
by seamlessly integrating:
Solutions

19. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
Results
Increased
online bookings
Engaged
brand enthusiasts
Raised
brand awareness
Identified new opportunities
and areas for improvement

20. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
Results Increased
Online
Bookings

21. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
Online appointments increased 30%
within first month
Appointments
30%
Sep
Jun

22. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
60% more appointments
were booked within five months
Oct
Jun
Appointments
60%
Sep

23. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
Results Engaged
Brand
Enthusiasts

24. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
10% increase
in Facebook fans post launch

25. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
Passively grew customer
database by 1%
after just two months

26. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
Promoted relevant content,
suggested action and
illuminated pathways
via contextual callouts

27. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
Results Raised
Brand
Awareness

28. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
VisitsPage Views
August
July
August
1550
1500
1450
1400
1350
1600
1300
550
500
450
400
350
600
300
8%
increase
5%
increase
July
Immediately increased website
traffic, page views & time on site

29. Increased or secured natural search engine rankings within Google and Yahoo
for critical, geo-specific keyword phrases

30. Increased or secured natural search engine rankings within Google and Yahoo
for critical, geo-specific keyword phrases

32. Created visibility for new keyword phrases focused on new areas of treatment

33. Created visibility for new keyword phrases focused on new areas of treatment

35. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
Chicago!
Oak Park!
Elmhurst!
River Forest!
Elmwood Park!
Berwyn!
Continually
attracted visitors from
key target areas
August!

36. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
Chicago!
Oak Park!
Elmhurst!
River Forest!
Elmwood Park!
Berwyn!
Continually
attracted visitors from
key target areas
September!

37. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
October!
Chicago!
Oak Park!
Elmhurst!
River Forest!
Elmwood Park!
Berwyn!
Continually
attracted visitors from
key target areas

38. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
August!Improved familiarity of brand
and its URL as shown by direct
entry of URL month-over-month

39. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
Improved familiarity of brand
and its URL as shown by direct
entry of URL month-over-month
September!

40. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
Improved familiarity of brand
and its URL as shown by direct
entry of URL month-over-month
October!

41. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
Results Identified
New Opportunities
& Areas for Improvement

42. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
Increased viewing of
Weekend Warrior article
in same month as Chicago
Marathon highlighted the
relationship between
topical/timely articles &
potential clients
Analysis of points of entry
and exit, as well as bounce
rates, exposed misleading
SEO or insufficient content

43. Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC
Roles
Metrics analysis
and reporting
Brand strategy and
social media consulting
Information architecture
and interaction design
Creative direction,
project management
and quality assurance
Keyword research to
determine most popular
and relevant searches, and
reveal high-value
keywords/keyword phrases
for new and existing
conditions and treatments
Copywriting and SEO with
an emphasis on high
rankings for local results
Development &
implementation of CMS