E-Commerce Web Development
Increase in revenue
Increase in organic page views
Increase in organic traffic
Increase in online transactions
The Little Greene Paint Company is an independent manufacturer and supplier of luxury paints and wallpapers; they sell directly to the public, online and instore, as well as via selected retailers.
Based in the UK, Little Greene remain committed to the socially and environmentally responsible production of premium decorative paints and wallpapers. Their colours and designs are inspired by and created in collaboration with English Heritage and the National Trust.
Having noticed a 20% increase in offline sales, through stockists such as John Lewis or a range of independent decorating suppliers and galleries, The Little Greene Paint Company wanted their online sales to match or, ideally, to improve upon this uplift.
Therefore, the overall objectives of the campaign were to:
To reflect their premium brand values, the client wanted to optimise their unusually long customer journey. It is important that customers feel appreciated and nurtured throughout each stage of their journey: from inspiration and consultation, through sampling and eventually to purchase.
The initial project was to design and build an e-commerce site to service the global operations of Little Greene, using the latest established version of Magento Community Edition: 1.8 (at the time…) This involved a data migration from their former digital estate, which combined a number of standalone websites. Using the Magento API, we ensured that all products, customers and order history would transfer efficiently, streamlining business operations by reducing the amount of administration required to service multiple platforms.
We also integrated with The Little Greene Paint Company’s in-house ERP system, to allow easy synchronisation of orders, price lists, samples and shipments from the website.
Adding multi-language capabilities and introducing a fresh, consistent look and feel, the newly integrated website ensures that The Little Greene Paint Company is well positioned to capitalise on the ever-increasing quantity of e-commerce sales.
Our in-house creative team effectively translated The Little Greene Paint Company’s branding into a striking, instantly recognisable final design. This branding is now continued through all aspects of Little Greene’s digital presence.
To maximise the aesthetics, the site was built with a fully responsive design with an informed content hierarchy, to provide an optimised browsing experience for all devices.
Following a detailed SEO audit of the Little Greene site, we implemented ongoing marketing improvements aimed at boosting the brand’s visibility in search rankings. We amended all on-page issues, particularly related to keywords and formatting focus, before expanding into more innovative tactics to optimise the site for search.
Defining key user stories enabled us to identify any missed opportunities in the site’s architecture. As such, we introduced two new landing pages, one for Paint, the other for Wallpaper, to target the separate markets for Little Greene’s leading products specifically. Not only do these pages simplify the user journey, but they also provide key content indicators for search.
Beyond the site itself, we initiated a Bloggers Campaign, incentivising the creation of quality content to provide valuable backlinks to the website, whilst boosting the brand profile. Seeking influential lifestyle and interior design bloggers to produce articles about the Little Greene for their own website represents a time-efficient and cost-effective means of producing a variety of content and a good quantity of backlinks.
To optimise AdWords performance we targeted users at different points of the consumer journey, with different intentions. To achieve this, we created different AdWords campaign sets, labelled Awareness, Research, Consideration and Purchase depending on the keywords they targeted. This allowed us to utilise budgets more efficiently when we wanted to push specific actions, whilst also giving the user a personalised marketing delivery.
We also tracked actions that led to a purchase, instead of focusing solely on the end goal. Tracking supporting Goals, such as Colour Card Requests and Sample Sales, allowed us to track performance from paid keywords that generated Goals which then led to a purchase through other channels. This ensured a fully integrated marketing strategy, in which AdWords supported other marketing activities as well as generating conversions.
Setting up automated email campaigns is the latest marketing task to boost the brand’s engagement and nurture a positive user experience. Detailed ‘Welcome to Brand’ and follow up emails throughout the customer journey (e.g. after ordering a colour card, a sample pot or completing a purchase) are all aimed to ensure maximum consumer engagement.
Separating marketing communications by ‘Events’, ‘News and Launches’, ‘Inspiration’ and ‘Showrooms’, and translating them for each country that Little Greene operates in, Little Greene offer personalised and accessible marketing for all consumers.
All of our projects undergo rigorous testing, throughout the software development process. In order to deliver the utmost quality for clients and their respective users, our in-house QA team ensure that all end products perform accurately and reliably under normal and abnormal conditions. Testing is followed by continual monitoring of software performance, to prevent reoccurrence of any issues and to ensure efficient ongoing operation.
As such, we were able to confidently deliver a well-designed, scalable and technically stable result.
Little Greene were supplied with an e-commerce site capable of engaging users and translating the true value of their luxury products on screen. Colours and shades may look different on screen as opposed to in situ or in a showroom, so the relationship and trust built between retailer and consumer was a great achievement.
CTI has worked closely with the in-house marketing team at Little Greene throughout, in order to ensure the continuation of the brand and company ethos in all outputs. This collaborative approach has solidified a successful and trusting professional relationship. As such, CTI has been entrusted to take on the marketing and development for other Little Greene brands.