Projects
Mister Tody is a Belgian start-up who develops, designs and produces stylish cardboard toys for kids with a rich imagination. The toys they produce are not only fun and charming they are also eco-friendly. Mister Tody felt ready to take their business to the next level with a new webshop, so they contacted Baldwin. Their new webshop had to be stylish and young to fit the brand and it also had to offer a great user experience to the clients. Today, Mister Tody is selling its toys through a young & vibrant webshop, developed by our Magento development team.
It started with an (online) dream… During a first meeting, the owner of Mister Tody told us about the dreams and expectations she had for her new webshop. Since her products are stylish and unique, the design of the webshop also had to be young, fun and classy. The design also needed to be clean in order to fully highlight the cardboard toys. The webshop had to be multilingual as Mister Tody was planning on selling the sustainable toys internationally. And last but not least, Mister Tody wanted her webshop to be fast, secure, responsive, intuitive and easy to use by both buyers and admins.
Design & Development
The design team started by designing the wireframes – the visual representation of the user interface. After they were approved by the client, it was time to work on the webshop’s design. The designers decided to focus on the aspects that matter the most in the e-commerce universe: products & photography. The homepage displays images of the toys, highlighting the magical and imaginative aspect of the toys. On the product page, the toys can be easily filtered by collection, colour, type and price. The product photography is clean, simple, and perfectly supporting the Instagramable cardboard toys.
After the design was finished, the developers started building the webshop. Mister Tody’s webshop is developed in Magento 2, the most known e-commerce platform. The admin interface is user-friendly and highly responsive. The developers implemented different modules such as the blog module and the checkout module. For the FAQ page, our team of developers used the FAQ module which is custom-developed by the Baldwin team.
Content and SEO
Our team of content creators took up the challenge to create consistent content that reflected the personality of Mister Tody. The website content had to support and boost the joyful identity of the brand, and at the same time be SEO-proof. Our team provided content in two languages that made sure Mister Tody scored well on SEO level. And thanks to the implementation of the SEO module developed by Baldwin, Mister Tody’s webshop owns functionalities that contribute to an even higher ranking in search engines.
Tracking and configurations
Before launching the webshop, we implemented and configured the marketing tools on the development website, and after we made sure everything was properly tracking, we implemented them on production. We configured Google Analytics, Google Tag Manager, Google Search Console & Bing Webmaster Tools. For Mister Tody we track events such as add-to-cart & add-to-wishlist, contact forms sent, newsletter subscriptions, payment page visits, orders placed, site searches etc. With this data, the marketing team can get to work and reach potential fans of Mister Tody.
We started working with DingGo in 2018, shortly after they launched their website. They were looking for a digital agency that could provide qualitative, cost-effective and expert advice for their SEO, tracking and web development needs. As a result, within 3 months after having the foundation set, the organic traffic went through the roof and the conversion rate doubled.
The foundation
The way we work imposes some aspects to be SEO-ready before any performance improvements can be noticed. Before we can build growth, it’s our practice to make sure that the foundation is sustainable. We like to know exactly what we’ll be facing, so an initial audit is most required.
The most important thing you should understand is that we need to go through these check-ups because they offer a complete view of your website’s SEO health. Without these, any recommendations will be done by guessing. But from our experience, working with facts is more reliable and efficient.
Technical SEO & tracking
We started the collaboration with DingGo by auditing all the implementations they made up to that point. We looked how user tracking was implemented, all the way to how Structured Data tags were added on the website. It’s with this audit we discovered they were sending 2 pageviews for every 1 page viewed by a visitor and that their tracking tools were misconfigured.
As such, among others, we:
- Cleaned-up their Google Tag Manager and Google Analytics configuration, which now provides accurate tracking of users
- Wrote the documentation for their development team to add specific user interaction events to monitor in Analytics, which serves to know where traffic gets lost in the conversion funnel
- Requested specifically which Structured Data tags to be added, to enhance the search engine results page visibility
- Created the sitemap.xml and robots.txt files, which once submitted to Google improves the website’s crawling
Content & Web structure
Back at the beginning of 2018, they had 13 pages indexed in Google, including empty (no content) landing pages, while their competitors were at more than 95.000 pages indexed. So we proposed a revised website structure, that included updated main navigation, new secondary footer anchors and dynamically generated content.
At this stage, we also delivered:
- Keyword research, that included the optimal keyword density for different page types, which now is optimised to show users exactly what they are searching for
- Meta tags’ content and structure, to help Google and visitors alike understand, within a character limit, what the page is about
- Logical and SEO friendly URL structure, for Google and visitors to easily access all pages on the website
- Canonical URLs requirements, to make sure only the most relevant page of the batch is returned for a search
The result
It’s never easy to update the core structure of a website and all these development and content efforts do not happen overnight. It was a long run effort, with back and forth questions and ideas.
Fortunately, DingGo is a client that trusted our expertise, and we surely didn’t disappoint.
Within 3 months after one of the last and important deploys, the organic traffic increased with 2.000%, the conversion rate from organic is at 4%, the number of indexed pages in Google is at +34.900 pages and they have an average position of 4 for 75 search queries.
Thank you DingGo for choosing to grow your business with us!
