Bootblacker is engaged in the restoration, repair and cleaning of shoes. The guys are just magicians who can practically make new shoes from the long-dead Timberlands.
The company includes a client with whom we have previously worked for, so we gladly set about working on this project. Having thoroughly discussed the concept of the project, we described the scope of work for the next half year.
- Form style
- Promotion and lead generation
In the first two weeks, hundreds of names were generated, among which was the one that was chosen. But as is often the case, neither we nor the customer noticed this name and it did not even go to the semi-finals. It seemed to us that it would be almost impossible to register such a name and domain, and the name was already taken on social networks. But the random availability check for ”.com” caused a shock! We could not believe that no one took the ”bootblacker.com” domain to us. Bootblacker translated c means shoe polisher. By the way, after we registered the domain, applications for domain redemption came to our company twice.
Most often, Boroda Digital offers from 7 to 12 logo options. But in bootblacker, we decided to tie the company’s visual presentation to the three names that reached the final. As a result, we stopped at the image of a brutal man who cleans shoes in the bootblacker name. Then there were 8 iterations of the development of the visual image of the peasant. The logo had to be made in such a way that it conveyed a sense of high quality, experience and novelty. Choosing options best looked concept in the style of engraving. The result was this: the logo was chosen as the best in 2016 by our subscribers in social networks.
Corporate identity and printing
We were imbued with meanings that needed to be laid into a visual image. In our opinion, the combination of a noble dark blue and expensive gold gave the desired effect. As a corporate element, we took the strict ideal shape of a rectangle (most often vertical). Now this element is used both in the printing industry and on the printing website in bootblacker – this is something that was pleasant to work on. Firstly, all the elements that we painted were so logical and correct that we wanted to make them as good as possible!
First, the company is new and hard to pack on the senses. Secondly, we needed to make a website that would respond to a large number of tasks, namely: it could be used for contextual and targeted traffic, could be promoted through SEO, the site had to be both image and information. We launched the first version of the site 2-5 months after the start of work, then served the site and conducted analytics of user interface. For 4 months we collected all the edits and rolled out version number 2. The site’s download speed has increased, new blocks have been introduced and reworked, which already have high priority and the ability to close customers for purchase.
The second stage of the work was directed to the marketing component. We have adapted the site for SEO. Improved site loading speed, added several marketing triggers. As a result, the site began to give the following indicators:
- 3.4% drop in bounce rate
- The average time on the site has grown by 21 seconds
- Conversion to bid increased from 1.5% to 3%
We have launched almost the entire spectrum of the most popular and effective promotion channels. Targeted advertising on Facebook and VK, contextual advertising on yandex direct, google adwords.