WSI Wisdom Book English Version | Page 27

Goals and Challenges:
A WSI Competitive Analysis revealed that The
Fireplace Center’s online presence was not as
strong as it could be in the following areas:
 The look and feel of the website was not
consistent with the offline advertising and
branding of The Fireplace Center & Patio
Shop and the sale of luxury items
 Search engine optimization was strong, but
only in the primary products and brand
 Conversion Architecture was non-existent
and analytics revealed that visitors had
difficulty navigating the 500-page website
 A customer retention strategy was yet to
be established (no email database)

The Solution:
WSI’s digital marketing solution for The
Fireplace Center included:

 A detailed competitive, market and product
analysis
 Strong Conversion Architecture website
consistent with the sale of luxury goods and
offline advertising
 100% content creation and creating a
simplified product hierarchy
 Implementation of an online catalogue
 500-page site was condensed to 100 pages
while at the same time increasing search
engine presence and without diminishing
the value visitors derive from the site
 PPC campaign design and management
 YouTube channel creation and embedding
of videos (TV appearances and ads)

 Monthly-specific sales promotions
matched to offline marketing mix
 Monthly presentation to the executive
and sales team to ensure the online
strategy is aligned to sales strategy
 Developed a social media optimization
(SMO) strategy consistent with a mature /
conservative brand and created branded
Facebook page and Facebook profile and
trained staff on social media etiquette
 Consulted on aspects of sales and
marketing best practices

The Results:
As a result of WSI’s services, the company
experienced the following:
 14% increase in year-over-year sales
 28% increase in year-over-year website
visitors (10,500 more visitors)
 188% increase in conversions compared
to same period last year
 More business in one day of the spring
sale than achieved in a quiet month of
prior year
 Since launch to date, 76% of the website
visitors are new to the website

WSI Consultant:
ROGER HARLEY
Ontario, Canada
www.wsiknowweb.com

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