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Case Study

Continental 2019 Website Redesign

Transferring a robust eCommerce website to a new platform while offering new customer-centric features and improved user experience.
            

Continental is an educational publisher of supplemental K-12 materials for schools across the United States and internationally. With a focus on ESL and ELL learners, Continental is dedicated to continuing to provide materials that will help increase the effectiveness of these programs. Other subject areas of proficiency include reading, English language arts, mathematics, Common Core, and state test prep.

The Challenge
With an impending extinction of their current Magento platform, Continental had to determine whether they would continue on in the succession of the Magento platform or make the transition to the WooCommerce system. After much discussion and consideration of the flexibility offered in WordPress, Continental decided to redesign their website within WooCommerce alongside customer interface upgrades and features.
Our Strategy
We began with a rough layout of the homepage and product pages to take all of the information that we learned through years of internet marketing and digital marketing partnership into practice. From there, we were able to make recommendations to Continental that offered their customers the ability to build a cart of preferred materials for approval and ultimate purchase.

Additionally, we made sure that the structure of the site was key to the continued success of Continental’s internet marketing strategy. This allowed for contingencies and functionality requirements to be worked through before the product import process and site build.
The Results
The new website has allowed Continental to present a modernized design that highlights the strengths of their visual branding and provides information for customers in a digestible manner. We’ve also been able to successfully release an Email a Cart feature that is used regularly by current, and future, customers. Finally, the WooCommerce CMS has provided both marketing and customer service teams with the ability to improve efficiency in order processing and regular site management.

“I’ve had the pleasure of working on the Continental account for over 7 years. Seeing the evolution of their brand, internet marketing success, and the holistic strategy of how the worlds of web and internet marketing collide has been a testament to the work we do everyday.”

Alyssa Gailey, Account Executive, Tower Marketing

Services Provided

UX Design Services
Clients often come to us looking for answers to the question, “why?” Why are users exiting their site? Why are they abandoning their cart? Why are they unsubscribing from their email list? No matter how well you know your customer, you will never be them. That’s where user experience design (UX) comes in.
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Web Hosting and Maintenance Services
Web hosting and maintenance services are often an afterthought. They’re typically thrown in at the end of a proposal or tacked on as an extra cost. But reliable web hosting and maintenance services can make a huge difference in your day-to-day business management.
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eCommerce Website Design
Whether you already have a brick and mortar storefront or you’re starting a new online business, your eCommerce site can make or break your long-term growth and success.
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Web Design & Development Services
When built right, your website can be a brand champion, customer service representative, and salesperson all in one. It starts with a well-built framework and a timeless visual design.
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PPC Marketing Services
PPC (paid search) can help you get the results you need while you build up your organic search efforts. Get found quickly by customers and show your competition that you’re a force to be reckoned with.
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Social Media Advertising Services
Your users spend countless hours on a variety of social media platforms every single day. We’ll help you grab their attention with targeted campaigns that build brand awareness and connect with them on a more personal level.
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Content Marketing Services
Many businesses fall into the trap of stuffing their website with information about their brand, products, and services. They focus on brand presence and sales, rather than considering what their audience actually cares about. That’s where a savvy content marketing strategy comes in.
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SEO Services
For many businesses, organic search is the leading referral source of website traffic. If you aren’t optimizing your website for search engines, you may be doing your business a disservice.
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Digital Marketing Strategy
We value strategy above all else. We take a step back from solutions to identify and tackle underlying problems. Putting a Band-Aid on a bad digital marketing strategy won’t help you in the long run.
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Creative Marketing Campaigns
Some of our favorite projects over the years have been hard to categorize. Clients have come to us looking to promote a new initiative or product, or even an event, but they aren’t exactly sure how to get the word out.
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UX Design Services
Clients often come to us looking for answers to the question, “why?” Why are users exiting their site? Why are they abandoning their cart? Why are they unsubscribing from their email list? No matter how well you know your customer, you will never be them. That’s where user experience design (UX) comes in.
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717-517-9103
626 North Charlotte Street 2nd Floor
Lancaster, PA 17603