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ECommerce Success Through Website Redesign

ECommerce Success Through Website Redesign

OREI Travel: The Importance of Product-Focused Design

OREI, an electronics manufacturer, launched their website in 2012 to sell a range of video, audio, power and accessory products. Joy Works Marketing was hired to design a new website that showcased their travel adapter products and other travel accessories. OREI’s travel adapters are a speciality product with significant growth potential that got lost in the noise of the existing site.

Joy Works Marketing used our five-step model to create a website that is:

  • Designed specifically for the target audience – males 35-65 who classify themselves as members of the “smart” traveler group;
  • Visually appealing and draws the prospective buyer into the site to learn more about the full range of OREI travel products; and
  • Easy to use so visitors can quickly find the perfect travel adapter for their next adventure.


Step 1 – Strategy & Planning

In the first step of the website design process, JWM used data collected from a client questionnaire, market research and competitive analysis to create a blueprint for the new website. OREI’s existing website didn’t have any analytics available for JWM to study, so our strategy and planning was based on client input and research.

An important research element included developing a thorough understanding of the competitive landscape, including the digital channels in use, shown below.


One key element that OREI wanted to include on their new site was ecommerce – their goal, among other things, was to increase sales.

At the end of the Strategy and Planning step, JWM developed:

  • Ecommerce strategy;
  • Brand guidelines;
  • A content strategy; and
  • A keyword and SEO strategy.

All were approved by the client before moving to the second step, Design.

Step 2 – Design

During step two, JWM graphic designers used the market research gathered in step one to create a series of page mock-ups. Their end goal: to bring the adapters to life and focus on how travelers would likely use them on their travels. Included in these mock-ups was a content outline that included calls to action (CTAs) on each product page, metadata to ensure better discovery via search engines, set up for cross-selling on all product pages, and a dedicated search engine for the products to ensure visitors can find exactly what they need.

JWM sent these mock-ups to OREI for feedback and approval.

Step 3 – Develop & Test

Once approved, JWM moved to step three, transforming the mock-up into reality. We researched various ecommerce platforms to use for OREI’s travel site and selected Shopify, the preeminent ecommerce platform on the market today.

The key to moving from the Design to the Develop & Test stage is creating designs that will easily transfer to the selected platform without requiring significant custom coding. This direction for the back-end coding means the transfer from conception to live-site is done quickly – reducing the typical design-to-live delays seen with other design projects.

Step 4 – Launch

Everyone’s favorite step – this is when a new website is moved from staging to production and can be seen by visitors for the first time. It is important to ensure that key reporting tools, like Google Analytics, are embedded at launch. This ensures that, over time, you can see where visitors spend time and how their usage flows within the site, so that adjustments can be made as needed.

Step 5 – Reporting

In fact, at JWM our fifth, final and ongoing stage of a website project is Reporting. Only through the active and deliberate measurement of user traffic can tweaks and adjustments be made; these small adjustments will have a significant impact on the site’s revenue generation potential.


Highlighting your products and separating them from the clutter of your website can have a significant impact on revenue, website views and exposure. Increasing sales is a marathon, not a sprint – preparing a good base for your product so that it can stand out is one part of your training. Providing a boost to products rate of sale (aka, its speed) is another. Monitoring the progress and tweaking as you go along is key.


Joy Works Marketing is an online marketing company with a refreshing philosophy…

Joy Works!

It’s simpleIf you bring joy to your work you are able to better deliver value to your clients and customers. We are a virtual team of talented professionals who are ready to help you with your next website redesign.

Creating a Social Media Butterfly

Creating a Social Media Butterfly

ZAQ: Online Growth for a Successful Aromatherapy Retailer

ZAQ is an aromatherapy company that sells diffusers and essential oils to resellers and consumers. A leader in the diffuser industry, ZAQ focuses on health and wellness through aromatherapy. This industry has become increasingly competitive over the years with lower price point entrants in the marketplace and more home-based sellers that use aggressive, guerilla-style marketing tactics.

The Goals

To create a strong social media presence across a variety of channels – Facebook, Twitter and Pinterest – and reach a wider audience, introducing them to ZAQ’s products.

To increase fans, followers and buzz about ZAQ products in a way that increased brand awareness and click-thrus to the ZAQ website.

The Challenge

When JWM was asked to develop a Social Media strategy, ZAQ’s two Social Media channels, Facebook and Twitter, had no clearly defined strategy, no fan-base growth targets, and most importantly, the posts were too promotional.

JWM created a Social Media plan and calendar designed to achieve ZAQ’s goals by:

  • Adding Pinterest, important considering it markets to ZAQ’s preferred target audience – women 25-45 with an interest in aromatherapy;
  • Changing the tone of the posts from “selling” to “social”;
  • Developing a storytelling approach, giving fans an emotional relationship with the brand;
  • Driving engagement with a schedule that matches the times when users were active;
  • Widening the range of topics to appeal to a larger audience;
  • Creating a cohesive and unified approach across all channels for a single brand message;
  • Designing new, vivid imagery to be shared across all platforms.

The Results

Overall, the results speak for themselves, as you can see in the chart below. Social activity and engagement increased throughout 2015 into 2016 on all three Social Media channels – Facebook, Twitter and Pinterest. This improvement was created with consistent posting, continual review of data and a refined content strategy that pays attention to the target audience’s interests and consistent storytelling.

Statistics & Results over a 15 month period
(January 2015 – March 2016)



Developing a successful multi-channel social media program is the end goal for many health, wellness and consumer product companies. This is the same across the industry – from the resellers, like ZAQ, to the direct-to-consumers producers.

Best practices for a successful Social Media strategy are:

  1. Gaining a thorough understanding of the business strategy;
  2. Developing a clear definition of preferred target audience;
  3. Creating a baseline analysis of all channels to determine what’s working, the level of engagement, number of participants, etc.;
  4. Establishing a written content calendar to ensure consistency and structure; and
  5. Evaluating/measuring all available data to confirm what works, requires improvements and revisions, and will continue delivering results.

Using this 5-step approach delivers successful results for ZAQ, and for any company that is ready to grow their online community. Becoming a Social Media butterfly is only a few steps away.


Joy Works Marketing is an online marketing company
with a refreshing philosophy – Joy Works!

It’s simpleIf you bring joy to your work you are able to better deliver value to your clients and customers. We are a virtual team of talented professionals who are ready to help you with your next website redesign.

A Platform for Travel Stories

A Platform for Travel Stories

Wander Forrest: Giving Voice to Work-Travel

Wander Forrest is an information based blogging website created by Danielle Forrest, owner and founder of JWM, and her husband, Ryan. Wander Forrest’s main goal was the share Danielle and Ryan’s experiences as they travelled and worked remotely. The website redesign was also a way for the JWM team to work together on a website project that followed our six-step process.

The Goals

To create a website that was visually appealing as well as interesting to read content-wise, so friends and family (and the occasional new visitor) would enjoy their time on the website.

The Challenge

Wander Forrest’s website was relatively new at the time JWM started on the redesign. As such, it had no analytics in place to see what was working and what wasn’t; also the original template needed an overhaul – and finding the right look is sometimes the biggest challenge of all.

JWM simplified the process a bit, since the client was our own fearless leader:

  • Reviewed the completed the website redesign questionnaire;
  • Research of other travel blogs and sites, finding the ones that Danielle liked;
  • Discussion of the materials with the website designer;
  • Mock-ups sent to Danielle for review;
  • Completed light competitor research; and
  • Updated the logo.

The Results

The final website was a big success with the regular visitors (Danielle and Ryans friends and family). We found a site design that made it easy to keep up-to-date with the wandering Forrests while also representing their personality as a couple. JWM set up website analytics so that we can better track the success of each post – the most popular this year was “Yin, Yang And the Importance of Embracing Balance”.


Joy Works Marketing is an online marketing company
with a refreshing philosophy – Joy Works!

It’s simpleIf you bring joy to your work you are able to better deliver value to your clients and customers. We are a virtual team of talented professionals who are ready to help you with your next website redesign.

How To Triple Your Web Leads With The Right Design And Planning

How To Triple Your Web Leads With The Right Design And Planning


After our initial collaboration and planning with Spevco, we hypothesized that the redesign of the website would result in a 33% growth. View live before and after versions of the website.


Spevco tasked our team with redesigning a site that helped turn more visitors into sales qualified leads. We approached this from 3 angles:

  1. Restructuring the hierarchy of the website to highlight their core services and subcategories so users could find the right solution for their business right away
  2. Turn the text-heavy old version of the website into an immersive experience by calling out to customer examples, incorporating more interactive content (videos, photos and animations) and speeding up the website’s load times
  3. Provide several new ways for visitors to submit their information including large yellow callout buttons, a popup to download collateral, a scrolling contact us bar that sticks with them on every page and a newsletter signup


  • Averaged 15 form completions pre-redesign
    • Averaged 45 form completions post-redesign
  • Averaged 6.6 second website load time pre-redesign
    • Averaged 2 second website load time post-redesign
  • Averaged 1,800 website visits per month pre-redesign
    • Averaged over 3,000 website visits per month post-redesign
  • 300% growth in leads
  • 70% reduction in website load time
Let’s Go Out On The Town

Let’s Go Out On The Town

If you are looking for some fun events to go to, here’s what I have on my calendar so far. Let me know if you want to join me!

August 13 – Pop Up Coworking for Women (Greensboro)

August 15 – Fashion & Textile Mixer (Raleigh)

August 15 – IdeaLaunch (Greensboro)

August 15 – 1 Million Cups (Durham)

August 16 – Studio 503 Artist Event (Greensboro)

August 20 – Big Top Startup Crawl (Raleigh)

August 30 – Startup Grind Party (Raleigh)

August 31 – Creative Morning (Raleigh)

September 6 – Larger Than Life Science (Durham)

September 7-9 – Folk Festival (Greensboro)

September 12 – Wise Women Wednesday (Greensboro)

September 20 – CLT Startup Crawl (Charlotte)

September 25 – Center for Creative Economy Demo Day (Winston Salem)

September 27 – Venture Cafe (Winston Salem)

September 29 – Winston Salem Fashion Week

September 29 & 30 – Abraham Hicks Workshop (Asheville)


P.S. Photo from Women’s Innovators Day event in Raleigh:) Everyone from the Greensboro crew won a giveaway!