Online shop redesign for the cosmetics & beauty shop
Ricarda M. Online shop
The company Ricarda M. approached us with the wish to implement the redesign of their online shop for SEO optimisation & mobile presentation. The existing Ricarda M. online shop needed an adapted mobile appearance for all end devices with improved functions for customers.
Ricarda M. – Exclusive cosmetic products
The Ricarda M. brand stands for exclusivity and beauty. As ambassador of her brand, Ricarda M. Hofmann takes great care to ensure that her products are of the highest quality and perfectly enhance the beauty of each of her customers. Ricarda M. continuously delights her regular customers with new products and innovations in cosmetics, fragrances, jewellery and sometimes even fashion.
“Thanks to the mobile presentation, our company can now reach even more customers and the user-friendliness is also significantly increased.”
Ricarda M. Hofmann, brand and rights owner
Responsive redesign & improvement of organic visibility (SEO)
Ricarda M.’s goal: better usability and visibility for her B2C shop
Due to the lack of mobile display and poor visibility of the online shop, we decided together with our client to implement and adapt a new design theme for SEO optimisation. According to the mobile-first approach, the responsive design was to be implemented on the basis of the Magento theme in order to improve the organic visibility and usability as well as to minimise the bounce rate.
This resulted in the following tasks for us
- Comprehensive SEO measures for better performance and visibility
- Implementing a responsive design based on the Magento theme
- Redesign of the existing newsletter for effective customer retention
- Implementation of the magazine for more customer proximity
SEO measures for better performance and visibility
At the beginning, we carried out an OnPage analysis for the online shop. For this purpose, we created documentation on meta data, duplicate content, URLs, PageSpeed, 404 errors, sitemaps and many other focal points in the areas of technology, content and SEO performance. On this basis, we implemented the technical measures – a clean headline structure, the maintenance of meta data at category and product level and the optimisation of meta data with USPs contribute significantly to the visibility of the shop.
With a comprehensive keyword analysis, we almost doubled the amount of relevant keywords and thus significantly increased the visibility of products such as face cream, body care products, ampoule cure or skin care set in the search queries. We were able to increase visibility by 515% and improve keyword rankings by 172%. The product categories are now strengthened by SEO-optimised texts and the implementation of the OnPage factors ensure a better performance of the shop.
Responsive Design on Magento Theme Basis
The mobile design is implemented using a new design theme, with which texts and images wrap correctly on tablets and other mobile devices, ensuring better readability and user guidance. Organic visibility is also significantly increased. In addition, sliders can now be provided with a mobile variant. For this purpose, the start page was also rebuilt and banners for new care lines including mobile-optimised graphics were added.
We have adapted the product graphics and added product benefits such as “Vegan, dermatologically tested, diamond status” as well as promotions such as free shipping or “Save smart” to strengthen customer loyalty. The brand category provides an alternative navigation option to better pick up existing customers and offers new customers a good way to get to the products more easily. The product detail pages are clearly arranged and product sliders with current offers provide better user guidance through clear structures.
Redesign of the existing newsletter for more visibility and effective customer retention
In the course of the redesign, the newsletter also got a facelift, adapted to the new design of the online shop. The header was optimised with the new shop structure. There was still room for improvement in the structure of the newsletter, so we wanted to simplify and automate the graphic creation. The head banner advertises the weekly promotions and is followed by current special offer products as well as matching products with an excerpt of the product texts. The graphic presentation of the USPs such as payment on account, return policy and free return shipping effectively contribute to customer loyalty.
Blog marketing for effective customer retention
As part of the redesign, we made the magazine live with products and personal content about Ricarda M., enabling us to achieve much higher organic visibility as well as provide existing customers with detailed information. For this, SEO texts written and optimised by us are available for the magazine and various category pages. Blog posts such as Christmas and New Year’s Eve voicemails as well as interviews provide a personal touch and make customers feel closer to Ricarda M. and share in her life.
The result: a beauty & cosmetics shop with more visibility for the target group
In 2019, we switched to Responsive Design. The online shop is now better displayed on smartphones and tablets and the domain is better listed on Google. The Responsive Design has had a significant positive impact on mobile user numbers and thus significantly increased the visibility of the online shop: as a result, 45% more users and 20% more sales were achieved via mobile devices.