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We had our work cut out for us to increase engagement for new customers who know nothing about toy soldiers, and still be powerful enough for dedicated collectors who need to find just the right piece to add to their collection. Each design decision and every programming choice is made with the dual goals of visitor engagement and customer conversion.
With thousands of items divided into eras, sub-eras, scales, material, makers, types and finish we put a great deal of time and effort working with the client to develop custom navigation to get the shoppers started. Once into the site, expert collectors could filter down to just the pieces they needed, or new users could just browse the larger group.
Exceptional search engine compatibility dramatically increased the number of indexed pages which resulted in a significant increase of long tail searches and higher conversion for organic search visitors.
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Detailed information for collectors was balanced with larger images and easier wayfinding for casual users.
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Like all ideaLEVER websites, The Toy Soldier Company is powered by CommerceCM, making creating and updating all aspects of their website easy.
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