Lightmaker originally developed Gopak’s website in 2003. The site has undergone numerous updates over the years and acquisitions such Ultralight Staging have produced offshoot websites. In 2008 Lightmaker approached Gopak and recommended a full overhaul of their current site, updating the look and feel, architecture, user experience and search performance of Gopak.co.uk with the aim of increasing Gopak’s online revenues.
Every aspect of the website structure, user navigation and SEO has been revised. The home page features an interactive Flash element that showcases a number of Gopak’s products. The home page also features special offers, top selling products and stock items for immediate dispatch, making Gopak’s home page more sales focused. Each product category landing page offers users a quick selector option, giving the user a quicker route to adding a product to their basket. One of Gopak’s objectives was to increase their average order value. With this in mind we added in functionality into Gopak’s CMS to add cross-sell and up-sell items to each product on their site.
The shopping basket user journey was also streamlined, taking the user through an easy 4 step buying process with the aim of decreasing Gopak’s shopping basket drop offs. All transactions are tracked in Google Analytics giving the client access to critical data for optimising their website in the future driving a constant increase in online revenue.
The main project challenges included re-categorising Gopak’s extensive product range, restructuring the site map to offer users the quickest route to buying products and greatly improve search engine indexing and consolidating the existing backend to simplify future product updates.
The site went Live on Friday 23rd January. In the first week after launch, Gopak’s site-wide conversion rate is up from 2% to 2.5%. The client is very happy with the outcome and that Lightmaker’s work has met all of the objectives set out at the start of the project.
Visit www.gopak.co.uk