Since 2014 Lambton & Jackson have focused on their passion for smoked seafood, which has lead them to be featured in top restaurants across the country along with being the recipient of various awards for their high quality products.
Everything is done by hand, their ethos is the very opposite of the supermarket supplier. In their view, mass production is incompatible with the attention required to make intensely delicious smoked salmon and more.
The existing WordPress website was in need of modernisation and optimisation. Our primary objective was to bring the Lambton & Jackson website code to a fully stable and fit for purpose condition. With that achieved, we could then move on to identifying opportunities to improve the efficiency and effectiveness of the website, before assisting in the development of a longer term improvement plan.
Our first step with the Lambton & Jackson website was to conduct an in-depth and comprehensive audit of the code base. This gave our development team a solid understanding of how the highly customised code had been written, which in turn made future development quicker and safer. The audit also provided a clear view of the core issues and opportunities to improve.
Armed with this information, we implemented the high priority findings from the audit, covering security improvements, user experience / conversion, site speed, SEO and general site health. With the core audit findings implemented, we then agreed a prioritised set of improvements to the site, aiming to bring maximum return on investment.
We also migrated the site to our own managed hosting service. This allows us to bring site performance improvements to the site, while also allowing our pro-active monitoring to identify and resolve performance issues as they occur.
With the core website health improved and the high priorities from the code audit implemented, we conducted a growth opportunities audit.
We reviewed the site against competitors and industry leaders, and made recommendations for how the site could improve, both in the short and long-term. Our recommendations covered topics from site structure, SEO, product discoverability, UX / conversion optimisation, merchandising and marketing.
With this audit complete, we then discussed and agreed the long term development plan or the website.
One of the most fundamental factors in successful websites is their site structure. A good site structure will make it easier for customers to find products and allow Google (and other search engines) to better understand the website, therefore improving SEO performance and therefore site traffic.
Our first step in improving the site structure was to gain a better view of the delicious products sold by Lambton & Jackson. We then conducted detailed SEO analysis to find commonly search for keywords which matched with the product set. We then built new product categories around this research.
The result was a site structure which made the full Lambton & Jackson product set far more discoverable to both customers and search engines.
A well structured menu system is essential to allow customers to easily navigate between products and categories, and to ensure Google (and other search engines) can easily index the site for SEO purposes.
Armed with the information from the site structure review, we built a new navigation menu, which gave a clear overview of all available products with a simple click, available from all pages across the website.
This reduced the number of steps needed for potential customers to find the products they are looking for, while also helping them discover products they might not otherwise have seen.
Of all email marketing activities on ecommerce websites, the most likely to increase customer conversion is the abandoned basket email. As this is something which can be configured once and left to run automatically, it has a very high return on investment.
We set up an automated abandoned cart email system for Lambton & Jackson so that any customers who did not complete their order, could be reminded and urged to complete at a later time.
One of the best things about the WordPress platform is how easy it is to manage elements without requiring development skills. Aligned to this, the Kanuka Digital approach is to enable our customers to do more with their websites so that they need only utilise our team for the more complex challenges. This makes best use of our customer’s development time and provides best ROI in the long term.
We delivered some initial WordPress training to enable the Lambton & Jackson team to manage content and product changes across the site
We’re a straight-talking web development agency that excel in the design and development of eCommerce stores, learning solutions and lead generation websites.