The first thing we noticed was that people would generally find Beautiful Balms through a search of interest about balms, or the long tail as it is described by some. Whilst there are quite a few balm articles on Beautiful Balms to provide searchers with extra information, as the Beautiful Balms is an ecommerce site it would be best to highlight that fact on the commerce pages (balm pages). There are a number of sections and pages to the balms pages:
- Beautiful Balms Balm Shop page (home page)
- Balm shop is the main landing page for Beautiful Balms, so the decision was taken to present
imagery for each of the balms categories, along with the price range of each category, the effect is to immediately inform the visitor that Beautiful Balms is a Balm Shop. We expected the bounce rate to increase a little, but actually the opposite was true and this approach appeared to compel people further into the site. - Creams pages
- Each of the balm cream pages were then reviewed, redesigned, calls to action added (add to balms basket) and the balm benefits were added to each balm page.
- Balms to Buy
- A balms to buy section was added, for quick access to the balms price and collections. The Balms to Buy section was split into a number of different sections, to allow even easier access to products:
- Lip Balms to Buy
- Creams to Buy
- Lotions to Buy
- Floral Waters to Buy
- Flower Essences to Buy
- Oil Blends to Buy
Creams to Buy could be further split into other balm categories.
Within a couple of weeks all the alterations above, started to gain us more traffic targeted towards the purchase of Beautiful Balms natural skincare products, the landing pages also became more targeted either directly to the balm pages themselves, or through to the specific balm collection.
