Fractional Digital Marketer

Client Profile

Edgard & Cooper is a premium pet food brand dedicated to providing natural, nutritious meals for dogs and cats. With a commitment to sustainability and animal welfare, they offer products made from fresh meat and wholesome ingredients. Edgard & Cooper wanted to improve their online presence by enhancing website performance and increasing conversion rates to better serve pet owners globally.

My Approach

Web Performance Audit and Conversion Rate Optimization Roadmap

• Comprehensive Website Audit: I began by conducting an in-depth analysis of Edgard & Cooper’s website to identify performance issues affecting user experience. This included evaluating site speed, mobile responsiveness, navigation structure, and overall usability.

• Data Analysis: Utilizing tools like Google Analytics and heatmaps, I analyzed user behavior to understand how visitors interacted with the site, pinpointing areas where users were dropping off or experiencing friction.

• Roadmap Development: Based on the findings, I developed a detailed roadmap outlining conversion rate optimization (CRO) strategies for the next six months. This roadmap included both short-term quick wins and long-term strategic initiatives.

Short-Term Planning:

• Improving Page Load Times: Optimized images, enabled browser caching, and minified code to enhance site speed.

• Simplifying Navigation: Streamlined the menu structure and improved internal linking to help users find products more easily.

• Enhancing Product Pages: Optimized product descriptions, images, and calls-to-action to make them more compelling and informative.

• Optimizing Checkout Process: Reduced the number of steps in the checkout process to minimize cart abandonment.

Long-Term Planning:

• Personalization: Planned for the implementation of personalized content and product recommendations based on user behavior and preferences.

• A/B Testing Program: Set up a structured A/B testing schedule to continuously test and optimize various elements of the website.

• Content Strategy Development: Recommended creating engaging content, such as blog posts and guides, to attract and retain customers.

• Internationalization: Proposed strategies for localizing website content to cater to different markets and languages.

Outcome

• Strategic Direction Established: Provided Edgard & Cooper with a clear, actionable plan to enhance their website performance and increase conversions.

• Immediate Improvements: Implementation of short-term strategies led to quick enhancements in site speed and user experience.

Results

• ⏱️ Faster Load Times: Reduced average page load times by 30%, leading to a smoother user experience.

• 🛒 Lower Cart Abandonment: Decreased cart abandonment rates by 15% due to a streamlined checkout process.

• 📊 Higher User Engagement: Noticed a 25% increase in the average time users spent on the site, indicating improved engagement.

• 🌍 Preparation for Global Expansion: Laid the groundwork for internationalization, positioning the brand for future growth in new markets.

Takeaways

• User Experience Drives Success: Enhancing website performance and usability directly impacts conversion rates and customer satisfaction.

• Data-Informed Decisions Are Effective: Leveraging data to understand user behavior leads to informed strategies that improve website effectiveness.

• Balance Short-Term Wins with Long-Term Goals: Combining immediate improvements with strategic planning sets the stage for sustained success.

• Continuous Optimization Is Essential: Establishing a culture of ongoing testing and refinement ensures the website continues to meet user needs and business objectives.

• Collaboration Enhances Outcomes: Working closely with Edgard & Cooper’s team ensured alignment with their brand values and facilitated successful implementation of the roadmap.