Continental press
eCommerce Website Redesign
Redesigning a print curriculum provider’s site to maximize its efficiency and keep it up-to-date with evolving online standards.
Continental Press is a publisher of supplemental K-12 curriculum, with a specialized focus on ESL (English as a Second Language) product lines and general classroom materials that support state testing. Their mission is to offer resources that are valuable to both teachers and students.
The Challenge
Marketing curriculum to schools is different from an ordinary eCommerce shopper. Teachers often need approval on what they purchase. Plus, these materials can be ordered both online and through sales reps.
Continental’s website needed to serve educators, administrators, and sales reps, while supporting the different ways of researching and purchasing. It also needed to easily highlight new products, updates, and promotions.
Our Strategy
Tower has a long history supporting Continental, and this was our third redesign of their site. In the newest iteration, we wanted to keep features we built that were working, like ‘email a cart’. However, we also wanted to use updated designs to amplify their top-selling products and make categories and subcategories easier to navigate.
Our strategy also included helpful updates to the back end. We wanted to achieve a site that would run more efficiently with less resource strain on the server, while still maintaining valuable eCommerce functionality. And move them from the Classic WordPress editor into Gutenberg Blocks.
The Results
Total revenue just from transactions online increased by 12.5% in the first 6 months of the new website. We also saw users were doing more actions within a website visit, with a 15% increase in all events. The site also carried over a huge library of teacher resources, which more users are landing on compared to the year prior, both from organic search and AI chats.
And on the back-end, Continental’s team has a site that’s easier to use with more robust features for creating new pages or adding content. Plus, their site was built with efficiency in mind, which is key to support SEO efforts and help them stay relevant in the changes AI search is introducing.
