Ready Seal
Building a More Flexible, Content-Driven Digital Experience on Shopify
Ready Seal wood stains are formulated to add color and a protective moisture seal, all in one step. The brand has built a trusted reputation across three decades of product expansion and growth. Their quality combination of stain and sealer is recognized as more budget-friendly than most 2-step products. Reducing application process time, Ready Seal produces a consistent, durable, beautiful wood finish.
Challenges
Ready Seal aimed to redevelop website solutions that could provide more information for customers and prospects while effectively supporting and growing its dealer network. Their existing digital platform was no longer advancing business goals and lacked integration with other business technology. A successful digital transformation within a modern ecommerce platform would accelerate the brand’s digital capabilities, integrations, performance, and establish a scalable ecommerce foundation to better position Ready Seal for future online sales possibilities. Priorities for next-generation website solutions included more engaging and informative product information, an advanced before-and-after photo gallery, and a prominent, easy-to-use way to request product samples. To maximize redevelopment investment, a refined SEO and digital marketing strategy to amplify the online presence of Ready Seal was also needed.
Solutions
Partnering with Americaneagle.com, the strategy team planned a comprehensive technical and structural overhaul for Ready Seal that would place Shopify at the core of web and ecommerce platform solutions.
Currently, Ready Seal is sold exclusively by their network of retail relationships. Because of that B2B priority, the ecommerce functionality of their website initially focused on the fulfillment of a wide array of sample requests for their retailers, potential retailers, and some DIY projects.
All existing product information and assets were migrated to Shopify. The design team updated layouts to showcase the best of the Ready Seal brand and maximize user experiences. The strategic replatform to Shopify set up a solid and secure ecommerce foundation. Developers also integrated a more extensive, interactive, and engaging photo gallery to promote impressive Ready Seal finishes in the real world.
By working efficiently very early in the build, the project team was able to deliver additional features ahead of schedule. An app called Translate & Adapt now translates site content to Spanish and French for Ready Seal’s Mexican and Canadian markets. A Zapier middleware implementation seamlessly connects Shopify to Netsuite, the business management platform and ERP used by Ready Seal. Real-time sample requests, essentially order data, are now fed from Shopify into Netsuite via webhooks.
Throughout development, the digital marketing team at Americaneagle.com collaborated weekly with the development team, consistently contributing toward search engine optimization to amplify brand presence. Extensive content creation and targeted, intent-driven keyword strategies combined to increase organic impressions and website acquisitions.
Paid advertising reprioritization by the digital marketing team has provided immediate impact for Ready Seal. With consistent monthly budget redirected to optimized display and performance max campaigns, CPM (or cost per 1,000 views) has improved an impressive 13%. The year-over-year website impressions from paid ads have grown 19%.
Results
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13%Improvement in Paid Ad CPM (Cost Per 1k Views)
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19%Improvement in Website Impressions from Paid Ads
