How SEO Can Drive Website Design

usnLast month we launched a toned and buff new website design for USN Ultimate Sport Nutrition, one of the UK’s leaders in sports nutrition and supplements.

The back story

The dotCommerce team had already migrated USN’s previous website over to the dotCommerce platform in November 2009.

The priority was to get USN’s ecommerce site onto a stable, flexible platform that could support their business needs and customer demands – exactly what dotCommerce does so well.

Once they had a flexible ecommerce solution they could rely on and grow with their business, the next step for USN was to focus on their search engine optimisation, in order to drive quality traffic.

dotSEO – our sister SEO agency – began working closely with USN to optimise their website in November 2009. By March this year Lee Mcardle, USN’s Marketing Manager, was tracking impressive traffic developments.

Since we signed up with dotSEO in November 2009” says Lee, “we’ve seen our daily website traffic volume double, with an increase in organic search traffic of over 40% in the first 2 months of 2010 alone, successfully adding 16 keywords to our page 1 rankings and tripling our traffic from social media in a very short time.

SEO drives website design

There are many components that make up a solid SEO strategy, but one that is often overlooked is the design of the site itself.

Earlier this year, after carrying out a complete audit of the site and its target search keywords, the dotSEO team recommended that USN undertake a revamp of their website design, to maximise the ROI on their effective new search marketing strategy.

dotCommerce won the project and set out to radically redesign key elements of the USN site to increase the site’s ability to attract, engage, convert and re-attract high quality visitors.

In particular, we focused on:

* Radically improving the checkout process and experience
* Completely redesigning the navigation for both SEO and user journey
* Creating a contemporary, fresh, brand enhancing look and feel

The results

Since the new site launched in July last month, the early results have been impressive:

* 7% increase in visits
* 71% increase in pages viewed
* 7% increase in time spent on the site
* 27% reduction in bounce rates

By taking a holistic approach to their online selling, and incorporating highly effective ecommerce solutions site design with professional search engine optimization and targeted email marketing, USN are showing how each element of the digital marketing mix can help to drive and enhance another.

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