Projects

Moonfox 3 weeks ago

The power of visibility cannot be underestimated. It attracts the attention of the customers and it’s essential to maximize sales. Some Belgian entrepreneurs understood it a while ago when they decided to create Moonfox. They are developing and selling cardboard packaging, displays & dump bins in an ecological and socially responsible way: using green electricity, LED eco UV lamps, and recycling the residual waste.

Development

Moonfox is a family business who focuses on producing displays and point of sales products for businesses on the Belgian market. They decided they want to build a platform from where they can sell online. The goal? To attract new customers and secondary to allow existing customers to easily order their displays and Point Of Sales materials online, through an automated portal instead of having to go through a classic process of requesting a quote, delivering source files and then giving final approval for purchase & production on paper or e-mail.

The challenge was to build a platform that would fit all the functionalities needed, in a simple, responsive and intuitive interface.

Our custom development team created the products in the back office, the CMS functionality, the product catalogue, the checkout flow, the admin order management & the SEO requirements. All the products can now be edited and previewed in 3D so that both technical and non-technical customers can be served.

Moonfox offers 3 distinct types of products:

  1. POS / POP (point of sales/point of purchase) displays: are displays that are used in shops to promote and exhibit products

  2. Fair displays: displays and larger trade fair stands can be used at trade fairs as a replacement for much more expensive trade fair solutions in wood or other materials

  3. Retail packaging: displays with the branding of the customer (such as ellipses, arches, cube towers)

Usage & Tracking

The marketing team provided the development team with an “SEO checklist” in order to properly document the implementation needed. Google Analytics, Google Tag Manager and Bing & Google Webmaster Tools are the tools we prefer to implement from the start. Relying on accurate data is a must for each business owner and marketer alike. We made sure the tracking is on point and Moonfox is ready to make waves in the advertising industry.

Go-live

In order to finish setting the accounts for the live webshop, it’s imperative for the website to be live. For a few days, the webshop was in soft-live. What does it mean? We didn’t promote it or bring any traffic until we made sure everything works just perfect. We prepared the advertising campaigns and scheduled them according to our schedule and the budget approved by our client.

Baldwin’s SEO module for Magento 2 comes with a series of tracking and SEO functionalities, developed based on extensive 1st hand experience and through research.

Taking the custom development into our own hands can be difficult sometimes, but it gives us the opportunity to create new efficient solutions for Magento 2.

Advanced tracking

Google Tag Manager

Baldwin’s marketing team strives to get development independence, meaning that their goal is to be able to allow themselves and our customers to implement tracking and tracking codes in the shortest time possible, with the lowest costs. As such, they are intense users of Google Tag Manager (GTM).

Google Tag Manager is a Google-developed tool, that allows us to quickly and easily update tracking codes and related code fragments collectively known as “tags” on your website or mobile app.

With the SEO module, adding the GTM code to your website requires only a copy-paste of the container ID (GTM-XXXXX) from the Tag Manager interface to the Magento Admin.

Enhanced e-commerce and user actions In terms of user tracking, Baldwin’s SEO module uses enhanced e-commerce features that allows you to have an in-depth look over the user interaction throughout the sales process, as well as monitoring specific user actions.

The enhanced e-commerce features were implemented based on direct Google documentation, the information below will be available in your Analytics account, upon its configuration:

  • Product Impressions
  • Product Clicks
  • Product Detail Impressions
  • Add / Remove from Cart
  • Checkout
  • Purchases

Apart from e-commerce information that will help you to better understand where your customers drop off in the sales funnel, we also track specific user actions, that show purchase intent and which can be a good trigger to bring back traffic to the webshop.

We track:

  • Adds to wishlist
  • Site searches
  • Sent contact forms
  • Newsletter subscriptions

Beyond the user interactions mentioned previously, we collect extra information about users to help you better understand the context of these actions. As such, we also track:

  • Search queries
  • The payment method used
  • The country and the city where the order will be delivered
  • Page type

If the customer is logged in and in which customer group he’s added With the SEO module, not only that you’ll benefit from advanced e-commerce tracking, without any extra custom development, but you’ll also monitor more closely the visitor’s interest and interaction with your company. And the best part: you get to access all this data in your Analytic account.

Unique SEO functionalities

Canonical URLs

Usually, product and category pages can be accessed via multiple URLs, depending on the user’s point of entry and navigation flow. In cases like these, where you have a single page accessible by multiple URLs, or different pages with similar content (for example, a page with both a mobile and a desktop version), Google sees these as duplicate versions of the same page.

Google will choose one URL as the canonical version and crawl that, and all other URLs will be considered duplicate URLs and crawled less often.

With the SEO module, you will be able to explicitly tell Google which URL is canonical, with just a few clicks.

Hreflang tags

If you have multiple versions of a page for different languages or regions, tell Google about these different variations. Doing so will help Google Search point users to the most appropriate version of your page by language or region.

With the SEO module, you will be able to set up the hreflang tags without extra development.

Sitemap.xml

A sitemap is a file where you provide information about the pages on your webshop. Search engines like Google read this file to more intelligently crawl your site.

A sitemap tells the crawler which files you think are important in your site, and also provides valuable information about these files: for example, for pages, when the page was last updated, how often the page is changed, and any alternate language versions of a page.

With the SEO module, you will generate 4 different sitemaps based on the page types on your store: category sitemap, products sitemap, blog sitemap, CMS pages sitemap. This will also give you a better understanding of what’s performing in SERP and where issues occur.

SEA image label

Upon uploading your products on the webshop, you can also choose in one go the image to be used in the product catalogue feeds you’ll later on use for advertising.

With the SEO module, this is a label that can be applied to product pages photos and will be used both in the og:image tag and in the product feed.

Search results page

We transformed the default search results page into a Google index-ready page, that contains proper headings and meta information.

With the SEO module, if searches are run often by visitors, this will increase the likeability of that specific search result page to be indexed.

Nofollow directive

“Nofollow” provides a way for webmasters to tell search engines “Don’t follow links on this page” or “Don’t follow this specific link.” This means that Google will not transfer PageRank or anchor text across these links.

With the SEO module, you can easily add or remove no-follow directives from certain links, depending on your link building strategy.

Automatic redirects

One of the most challenging aspects of running a webshop is making SEO keep up with the stock availability. For indexed product pages that occupy a great position in SERP, it’s a waste to redirect all that traffic to a 404 page.

With the SEO module, you won’t need to worry anymore about redirects, as it adds automatically a 302 redirect when a product is disabled and a 301 redirect when the product is deleted. This means you get to keep your organic position, with no extra work.

Product feed generation for Advertising

Used mainly for dynamic remarketing campaigns, generating a product feed from your webshop can be done in a few clicks and the output is compatible with Facebook, Google Merchant and Google AdWords. So no matter the SEA strategy, we got you covered.

With the SEO module, you will be able to download all the products listed on your webshop and set up an automatic update on Facebook, Google Merchant and/or Google Adwords so that you don’t need to worry about manual updates.

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