Imagine Backyard Living approached us to re-organize, improve and upgrade their website better showcase their Jacuzzi / backyard brick and mortar store, their product offerings and enable their site to support high conversion online shopping and purchasing. The main challenges of this project were to convert IBL’s existing legacy site to a modern day responsive design that would render properly on all web and mobile browsers, reorganize the information architecture, extend the site with a product catalog offering of hot tubs carried by the retailer, and integrate a brand new eCommerce solution that would allow IBL sell additional ancillary products online through the website. The product development initiative would need to be supported by an inbound digital marketing strategy and plan that would drive highly targeted and relevant traffic to the website showcasing the premium IBL brand with its Jacuzzi and Sundance hot tub offerings and provide bottom of the funnel lead conversion opportunities. We re-organized the information architecture, created an optimized user friendly navigational structure, tore out the old javascript based responsive mode switcher and replaced it with a media query based framework for supporting responsive modes on various web and mobile devices. We designed a brand new onsite digital catalog of all Jacuzzi brand and Sundance hot tubs, implemented site wide call to actions that integrated with IBL’s CRM, and implemented a brand new eCommerce solution inline with the current site design that provides IBL with the ability to sell ancillary products online. Lastly, our marketing team engaged onsite optimization, eCommerce optimization, and link building/authority network building activities to help the site appear among top organic rankings of the major search engines for well targeted keywords. Strategic planning workshops UX /UI design Iterative font end and backend development eCommerce integration Alpha testing and QA Client UAT internal beta testing and bug fixing Solution deployment Continued warranty Ongoing support and maintenance The updated website includes a much improved responsive user experience easily view-able on desktop, laptop, tablet and mobile phone devices. The new browse-able and searchable product catalog makes it easier for online shoppers to easily find and research information on hot tubs prior to going into the store to make a purchase supporting the users natural online shopping journey. The newly integrated eCommerce framework gives users the ability to purchase additional ancillary products online creating a new revenue stream for the retailer. The upgrades aligned with a digital marketing campaign that produced a 40% increase in well targeted website traffic and a 92% cost/conversion reduction.