Holistic, hand-crafted growth strategy for an artisan brand
Igniting ecommerce from the ground up
Creative Candles has been creating small-batch, artisan-made candles since 1961, preserving the centuries-old art of candle making in a wide range of premium candles. They approached us to help enhance their brand, attract a wider audience, and develop an ecommerce site and ongoing marketing strategy to drive growth and awareness.
Brand & website development
It all started with the brand — defining the essence of this premium, hand-crafted company and finding the best way to connect with customers who value the highest quality candles.
That led to an updated logo, color palette, and visual language that would be carried through packaging, marketing, social media, and a new website.
We designed and developed a new ecommerce site that introduced the updated branding while showcasing their beautiful, artisanal candles. Using Shopify, we created a user-friendly and highly effective content management system that allowed products and content to be updated easily.
SEO & SEM strategy
To ensure Creative Candles would see consistently high visits to their site, we created a dual SEO (search engine optimization) and SEM (search engine marketing) strategy. This worked in tandem with other efforts including social media, blogs, email, print, paid search, and influencer marketing.
Our SEO and SEM teams worked hand-in-hand and implemented improvements such as:
- Enhanced content on all product pages
- Optimized alt tags and meta descriptions site-wide
- Lengthened blog posts
- Implemented schema markup
- Canonicalized product pages
- Strengthened the SEO value of onsite images
This culminated in us increasing monthly paid search ad spend, regularly analyzing ad results, and tweaking our approach to maximize the overall campaign effectiveness which led to results that exceeded every metric and all KPI’s.
As traffic increased and we began monitoring conversion rates, we saw an opportunity to increase the frequency of online purchases with just a few optimizations to their ecommerce UX. Via UX auditing, Hot Jar reports, analytics, conversion data, and a competitive assessment, we identified several areas of opportunity. This included environmental product photography to aid the shopping experience, color selector buttons alongside each product, revised product descriptions, and more.
Sales growing higher and higher
“I like that we are seeing sales go up. Our social followers have increased, which is fantastic. Awareness building is absolutely critical, but it’s also translated to increased sales. We’ve had, on average, since we started with LimeLight, a solid 30% increase, and in some months, we’ve had double the sales. It’s fantastic to have a group that we work with that feels like we’re all part of one company… that other people are dedicated to our company just as much as we are.”