Poingdestres

COMPANY BACKGROUND

Poingdestres is a family run fishing tackle business that has been running since 1970.

Located in Southampton, in the South of England, they boast a large fishing tackle shop that incorporates a mail order business. They sell most major brand coarse, carp, sea and game discount fishing tackle, and advertise in leading coarse, carp and sea fishing magazines.

WHAT WAS THE ISSUE?

Poingdestres placed an order for a Magento eCommerce solution with a company in the South West. Once the website went live, they began to have concerns about the site’s performance and the fact their site was not being backed up. Over the next few weeks and months, Poingdestres noticed their sales drop dramatically - and the whole situation became increasingly stressful.

Having lost confidence in their web company, Poingdestres started to seek further advice and contacted Web-Feet after a positive referral from a business associate of theirs.

We discussed their current situation and listened to their concerns over falling sales, which was happening despite the significant financial investment they made in their premium Magento solution.

WHAT DID WE DO?

We knew it was important to start off by checking the site was fit and healthy, rather than jumping straight into SEO (Search Engine Optimisation) and paid advertising.

1. WE CONDUCTED A FULL WEBSITE AUDIT

The test revealed major errors, including W3C validation issues and lots of duplicated content - mostly down to bad coding convention. It also turned out that the admin account of Magento had been locked down, so Poingdestres couldn’t really use the site to its full potential. Some of the other issues included content descriptions that ended mid-sentence, no meta tags, and pricing that was only visible when you clicked into a product.

2. WE FIXED THE ISSUES

We set up a quality control process so all on-page content and the new meta tags could be thoroughly checked. Previously, when a product was no longer available, the site simply went to a 404 error page - so we created a Magento plugin to redirect these pages to the product’s replacement, dramatically reducing the number of 404 errors on the site.

Their old website had French and German shop fronts - but since Poingdestres wasn't selling to these countries (and never wanted to) we disabled the unnecessary shop fronts and redirected the now unused URLs.

Many eCommerce platforms have sort functions which allow users to filter products - but Google sees these pages as duplicate content, which negatively affects SEO. Our technical team did some work to make Google ignore these extra pages, reducing the number of duplicates from around 18,000 to less than 100.

3. WE IMPROVED UX

We allowed customers to see an item’s price without clicking into it, and also added a single page checkout and an address finder, so users only need to enter a postcode. All of this was designed to reduce the number of steps required for a customer to complete a sale.

We also added an abandoned cart email system, which automated the process of reclaiming any lost sales.

4. WE PROVIDED TRAINING

After their training, the Poingdestres team were confident enough to use more advanced functions of their site, rather than just updating content and adding new products.

THE RESULT

Poingdestres' traffic has almost completely recovered, only slightly short of where it was before their migration to Magento - and online sales are extremely healthy.

We spoke with Stephen Poingdestres, the owner, to see how he thought our website upgrades and marketing work were performing. His reply was simply:

"THIS IS THE FIRST TIME THAT WE HAVE FELT IN CONTROL OF OUR WEBSITE"

Some of our happy customers