increase in site visits
increase in average page views
increase in goal conversion value
In January 2016, the Tefal team reached out to us to discuss the challenges they were facing with their content marketing strategy. Despite having a WordPress powered blog in place, there were concerns around the overall effectiveness that the site delivered for end users.
Utilising a shared worldwide template meant that the UK team were unable to vary far from the fold and often saw features with a lowest common denominator approach.
Ultimately, there was a mismatch between the aspirations of the marketing department and the current tech and creative setup for the Tefal blog.
There were some additional hurdles raised, namely delivering this new experience within 2 months across desktop and mobile!
Provide a leading experience for visitors on desktop and mobile
An easy to manage interface for content marketers to update the site
Position Tefal as a thought leader across the home + lifestyle arenas
Increase traffic and conversions to product pages
Our experience in delivering enhanced WordPress experiences made us the primary candidate to deliver on Tefal’s needs. We started by working through our renowned Product Definition Workshop to prioritise goals, and more closely align the brand with their ideal users.
From here, our creative team went to hyper drive and began working on interactive wireframes that showcased the ideal journey that the primary user personas would take.
Based on the stringent timelines, we worked on designs in tandem with producing front end code to meet deadline. The process allowed us to identify issues quicker, and relay these to the Tefal team for feedback and amends.
The spotlight serves as the main introduction of each article, and needed to be bold in design, yet simple to maintain. Licensing restrictions prevented the primary font from being embedded on the web. Our tech team provided the clever workaround to this issue by converting the font to an image before loading the site.
Engaging users is only the start of the content marketing journey. Making it easy to convert visits into product sales encompassed a large part of the user experience. Our CTA management tools (a standard feature in gUI) allowed the Tefal team to create enhanced calls to action without any design or coding knowledge.
Serving the right content to the right user and at the right time is often a struggle. Our relations management engine makes it simple for Tefal to match content manually, or dynamically recommend content to users based on rich tagging. The results are increased engagement and time spent on the site.
Our team worked tirelessly to develop a tailored mobile journey. Separating data and design, the site needs only one content source to output separate desktop & mobile sites with optimised HTML and images. This loads faster and offers better engagement than responsive design alone.
Measuring what is working well on a website is essential. We went beyond the standard analytics integration, introducing custom dimensions and bespoke event tracking on pages. Tefal can now report on the type of articles that work best (reviews, videos etc), and plan future content accordingly.
For mission critical projects, Debunc have shown themselves more than capable. Our new blog is not only easy for the team to manage and update, but promotes a feature set that rivals our competitors and sets us apart as a digital and content leader in the consumer goods market. Debunc's appreciation for both the technical and creative was apparent from our first meeting to project delivery.