Solution

We started by restructuring the site’s content to better reflect product popularity as well as promoting cross-sell and up-sell opportunities. Search and navigation tools were implemented to aid customer browsing. Buyer conversion was targeted by introducing a dynamic shopping cart present and visible from every page on the website. Adding to the branding and creative element of the e-store project, we hosted an interactive football game on the store site to tie in with Canon’s UEFA EURO 2008™ sponsorship. We created a fun-packed, addictive penalty shootout between the competing countries. We knew the viral element of the game would add significantly to the store traffic figures, increase the length and frequency of visits and enable Canon to stimulate a higher level of engagement with consumers new and old.

Results

The overall result is a vastly improved look and feel for the store’s user interface which has increased visitor-to-sales conversion rates by over 75%. The football game excelled, with over 37,000 unique user scores registered, 15,000 opt-ins, and a total of well over 100,000 individual games played. All achieved with a negligible promotional budget. Initial user research has found that the game has attracted a younger profile of visitor and has increased their awareness of both the Canon brand and product range.