JS Dental Lab’s Path to More Organic Traffic and Conversions
JS Dental Lab is a mid-sized California based eCommerce company that produces and sells custom night guards. Founded in 2014 by Hannah, a fashion design graduate and her dad, who has run a dental lab for years, the company has grown and become well known for their affordable high quality dental products.
But despite their product being popular, JS Dental Lab was struggling to get organic traffic to their website which became a major problem. Their online presence wasn’t bringing in enough visitors to support the business growth. The team realized that increasing user engagement and organic search traffic was key to expanding their customer base. They needed a strategy to capture potential customers attention, drive more traffic to their ecommerce platform and ultimately increase online revenue.
Problems
Low Organic Traffic: Despite regular blog posts, the content wasn’t showing up in organic search.
High Bounce Rate: Visitors who landed on the blog would leave without interacting with the content or exploring the rest of the website.
Poor Conversion Rate: The blog wasn’t contributing to the store’s overall conversion rate, with very few visitors transitioning from the blog to product pages.
JS Dental Lab Ecommerce Transformation
Dylan, co-founder, was instrumental in shaping the company’s vision and strategy. With his deep knowledge of the dental industry and customer obsessed, he led the effort to improve the e commerce store.
After seeing the numbers, Dylan and his team focused on fixing the website. Our Shopify Plus design agency helped them solve many of these problems, optimize the site and improve performance and conversions. We recommended an SEO channel but they weren’t ready to invest in ecommerce SEO.
The Turning Point: Search Performance
They eventually hired an SEO agency to optimize their content for search engine optimization. The agency helped them identify high-volume keywords that would work for their product pages and blog posts. By targeting those keywords, they wanted to increase their search visibility, get more organic traffic, and convert more conversions.
The Downsides of DIY: Why You Need an Ecommerce Web Design Company
The team decided to stick with the standard blog option with their Shopify theme and not invest time or resources in custom blog design and development. They thought this basic setup would be enough without hiring an external e commerce web design team.
They published keyword-optimized blog posts to drive more traffic to their online store and did see an initial increase in traffic. But with that came a big downside. The bounce rate was high, as visitors would leave the site without interacting further or becoming customers. Despite the increased traffic, users weren’t engaging with the content or taking actions that would lead to higher conversions. It was clear that their current approach was limited.
Ecommerce Website Design Problems
Dylan and his team were stumped. Even with a big increase in organic traffic, they couldn’t figure out why it wasn’t converting better and why the bounce rate was so high.
During one of our regular sync calls, Dylan brought up the blog’s performance issues while we were working on some web development tasks. We discussed the problems they were facing and offered to take a closer look. Our Shopify plus web design agency did a UI/UX audit and a quick competitor analysis and found several key issues with their blog pages. Based on our findings, we recommended a full blog redesign.
How Ecommerce Web Design Services Helped JS Dental Lab’s Blog Redesign
Our analysis showed that the blog was basic and not creating an engaging experience for visitors. While the content was good, the layout and user flow was not optimized for conversions. We recommended a full blog redesign with the following scope of work:
Improved User Experience: We redesigned the blog layout to make it look and feel better. This included a clean modern design with branded colors, improved navigation, topic filters, sticky table of contents, pagination and estimated reading time and responsive design for mobile devices.
More explicit Call-to-Actions (CTAs): We placed CTAs to direct users to relevant product pages to explore and buy. We also added social sharing buttons to share the content.
SEO and Content Optimization: We created an internal linking strategy to direct blog readers to relevant product pages to convert. Each post had links to related products and we added breadcrumbs for easier navigation. We suggested regular content updates and strategically added keywords to the blog content, titles and meta descriptions to boost search engine rankings. We also added comment sections to encourage engagement and interaction.
Content Structuring: We optimized the layout to improve scanning and engagement, highlighted key points and value propositions. We broke up long paragraphs, optimized white space and text width, used larger fonts and added images and bullet points to make the content more engaging and accessible to users.
Mobile Responsiveness: Since many users were accessing the blog on mobile devices, we optimized the design for mobile to make it smooth across all devices.
Why Partner with a Shopify Plus Web Design Agency
After the redesign, JS Dental Lab saw:
Lower Bounce Rate: Visitors stayed on the blog longer and engaged more with the content and navigated the site.
More Conversions: The new blog saw more visitors go from blog posts to product pages and overall revenue growth.
More Engagement: Visitors interacted with the content more, time on page and page views increased.
So there you have it. UX and design matters for e-commerce blog performance. Small changes can drive more traffic, engagement, conversions, and online sales for ecommerce platforms.
