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Paper Themes

CandidSky were brought in to make substantial improvements to Paper Themes' website’s look and feel, add mobile compatibility, and run a coordinated SEO and CRO strategy to boost traffic and revenue

Paper Themes is a substantial ecommerce website supplying bespoke stationery, primarily focused on the wedding market. They approached us with a problem: Since 2012, and despite substantial investments in digital marketing, the business was seeing falling organic traffic and falling revenue.

Compounding the problem was a dated, cluttered website with no mobile compatibility, poor structure and a confusing user journey.

By 2014, with numbers still falling, CandidSky were engaged to help stimulate growth. We were tasked with making substantial improvements to the existing website’s look and feel — including full mobile compatibility — and with running a coordinated SEO and CRO strategy to boost traffic and revenue back to their previous position.

Redesign and mobile compatibility

It’s hard to find a market more design-sensitive than the wedding industry, and Paper Theme’s fussy, dated website was turning off their core customers. Mobile visitors we also woefully underserved.

The primary focus of our work was a visual redesign of the Paper Themes website, serving mobile users equally via a fully responsive design that adapts to devices of any size.

Mobile users were given equal weight in the design process: The responsive grid on which the site is built is purposefully simple and clean, leaving generous white space — giving users room to breath on desktop PCs, and ensuring the layout isn’t overwhelming when the same elements are squeezed onto a mobile screen.

Generally we kept the design light with an on-trend pastel palette. Bright imagery and magazine-like typography allow us to inject some fun while keeping the overall hierarchy accessible and understandable.

Personalised invitations

A key feature of the Paper Themes website is their wedding invite builder. Although Paper Themes had an existing tool, it was built entirely in Flash, so had poor performance and zero mobile compatibility.

We re-built the online invitation builder using modern HTML5 technologies. After completing the wizard, the system generates a super-accurate PDF preview. The builder works responsively on desktop and mobile devices of any size.

Automated email marketing

Part of Paper Theme’s business model is sending out free invitation samples to potential customers. Since each sample has a fixed cost, a key business goal was to maximise conversions from this process.

We built an automated email marketing feature for Paper Themes, that follows up on all customers who ordered a sample, but after 7 days still haven’t placed a full order. The system integrates with the MailMonitor API to personalise an email for each customer, featuring the product they were interested in, and giving them a direct link to place an order.

After 30 days, if the customer still hasn’t placed an order, an additional personalised email will be sent offering them a discount.

Technical SEO and link building

The nature of Paper Themes’ market means repeat trade is minimal, so access to new customers at a low cost-per-acquisition is vital. Because investment in good SEO compounds over time, it’s an ideal choice for this type of business; PPC and other advertising being difficult due to the low lifetime customer value.

Paper Themes started an ongoing digital marketing retainer alongside their website redevelopment project, which gave us a perfect opportunity to address several underlying technical issues with the site. We also implemented a strong organisational hierarchy that allows visitors, and Google, to navigate the site easier.

Fully mobile compatibleFully automated emailsRevenue growth of +75%