Table XI Blog

6 Ways an Online Facelift Can Lift Traffic and Sales

Posted on: February 1st, 2012 by Kathryn Achenbach No Comments

When we launched Strange Cargo’s new website in November, co-owner Jay Schwartz called the new site “bigger, bolder, and better.” We’re excited to have the numbers back up Jay’s words: In the month leading up to Christmas, the t-shirt retailer saw an improved conversion rate, an increase in the average order amount, and more than 50% growth in online revenue.

What’s making the difference? A cleaner, more compelling interface and newly created content have led to more traffic and sales conversions. Here are six changes that have contributed to improved sales performance:

  1. Longer, keyword-rich product descriptions increase visibility among search engines while capturing the brand’s irreverent style and voice.
  2. More customization options and a user-friendly, graphic interface make it quick and easy for shoppers to navigate the site and design the products they want.
  3. New product images feature real people wearing Strange Cargo’s merchandise, evoking the store’s sense of fun and community.
  4. New product pages promote accessories and other items not previously available online.
  5. A one-page checkout process streamlines purchasing, leading to greater sales conversions.
  6. Newly added Facebook and Twitter buttons have increased social interaction and helped draw attention to social media promotions.

Curious about similar opportunities for your site? Let’s talk.

Tech Tip: G+, Social Search, and Why it Matters

Posted on: January 18th, 2012 by Kate Garmey

G+, the social network that Google launched last June, has grown to more than 62 million users in only six months. G+ allows users to connect over Google features like Stream (a newsfeed), Sparks (a recommendation engine), Hangouts (a video chat service), Circles (a friend management service), Games, and Photos. In November, Google rolled out “pages” for brands.

But given the ever-changing social media landscape, we’ve heard our clients say, “I have enough trouble staying up-to-date on Facebook, let alone Twitter. Does G+ even matter?” In short, yes, and here’s why:

 

(more…)

Tech Trend: E-Commerce

Posted on: January 5th, 2012 by Kathryn Achenbach

Leading up to this last holiday season, shoppers spent $18.7 billion in e-stores, up 15% from last year. Cyber Monday sales were up 33% over 2010, with a growing number of consumers making purchases from their smart phones and tablets. The message is clear: E-commerce isn’t just an afterthought or a “nice to have” anymore—it’s the mainstream.

Managing a successful online store requires a different set of skills than running a brick-and-mortar operation, however. Long after a site launches, retailers face challenges like finding new customers in a crowded web space and tweaking their sites based on customer and market feedback.

According to The Wall Street Journal, retailers like Target, Kohl’s, and Coach are tackling these problems by hiring Chief E-Commerce Officers (CECOs) “who can build and manage websites, handle increasingly complex inventory management, and unsnarl the logistical problems that come with developing a new sales channel.” Unfortunately, CECOs don’t come cheap. “E-commerce heads—who a decade ago made $50,000 to $100,000 a year and lurked in the back offices of retailers’ catalog businesses or in tech support—have joined the C-suite. Their salaries now range between $300,000 and $500,000, on a par with heads of merchandise or marketing.”

At Table XI, we often play this role for mid-market companies desiring the expertise of, but lacking the budget for, a full-time CECO. If you ever want to talk with someone who knows as much about doing business online as you do about running your business offline, drop us a line. We’d love to chat about your needs.

Parting Is Such Sweet Sorrow

Posted on: December 29th, 2011 by Kathryn Achenbach

We’re jazzed about the new year, but it comes with a spot of the blues. After tomorrow we’ll be saying a bittersweet goodbye to Greg Baugues and his wife, Rachel. The Baugueses have planned a three-month move to Europe where they’ll work on organic farms in Spain, France, and Germany. Greg has been an integral presence at Table XI for the last four years, and while we’re sad to see him go, we’re so excited for the incredible experience awaiting him.

You can keep up with the Baugues’ adventures by visiting their blog.

Good luck, Greg, and know that you’ll always have a seat at our table!

Working Hard, Playing Hard

Posted on: December 28th, 2011 by Kathryn Achenbach 1 Comment

Our company thrives because we’re a group of dynamic individuals with passions and hobbies that extend far beyond the workplace. Lest you think we’re just a bunch of coders chained to our monitors, this year Table XI staffers:

  • Participated in band gigs, choir concerts, improv shows, 5k races, half marathons, and triathlons;
  • Got married;
  • Welcomed nieces and nephews into our families;
  • Spoke at tech conferences and meet-ups in Chicago and Indiana;
  • Recorded an album;
  • Travelled to Canada, Mexico, Belize, Argentina, Uruguay, Switzerland, Turkey, and the Philippines;
  • Won an award from the Illinois Women’s Press Association;
  • Took classes in classical music history, persuasive communication, improv comedy, rock climbing, surfing, and Portuguese;
  • Worked from all over the US and Canada, including Chicago, New York, Seattle, San Francisco, Denver, Austin, Minneapolis, and Toronto;
  • Cooked Thanksgiving dinner in the kitchen of famed Chicago restaurant Next;
  • Spent hundreds of hours volunteering for local organizations, including cooking for homeless shelters, tutoring students at the Metro Center for Girls, helping create mobile apps and strategies for the nonprofit Kids in Danger, and launching a community family movie night.

We can’t wait to see where people’s interests take them in 2012!

2011: The Year in Review

Posted on: December 22nd, 2011 by Kathryn Achenbach

2011 was a year of positive growth and change for Table XI, as we launched a slew of projects, hired a host of people, and found a new home in the West Loop. For a quick rundown, over the course of the year we:

  • Launched six new websites for Ebert Presents At the Movies, Facing Disability, Design Without Barriers, The Spice House, Old Town Oil, and Strange Cargo.
  • Welcomed eleven new staffers: Micah Gates, Chris Stump, Kate Garmey, Tushar Samant, Alicia Drucker, Mark Rickmeier, Jon Fernandez, Jason Hanggi, Jason Pearl, Mike Laurence, and Dan Rench.
  • Helped launch our sister company, Pegmo, a new social media portal that rewards members for using their favorite brands.
  • Started working with new clients Noble Schools, PUSH Wellness, and GoldDigger—stay tuned for more on these projects in 2012.
  • Took a company retreat to Kohler, Wisconsin, for some fun and strategic planning, and started prepping for our second company trip to Costa Rica in February, 2012.
  • Moved into a new loft space to accommodate our growing team and celebrated with clients, families, and friends at an open house.
  • Welcomed to our kitchen chef Aram Reed, who has joined Ellen Brast in cooking us delicious lunches a couple of days a week.
  • Hosted our first “Lunch & Learn” meet-up focusing on social media tips and tricks. We’ll be organizing more of these next year, so let us know any topics you’d like us to cover!

Strange Cargo: Better, Stronger, Faster

Posted on: December 12th, 2011 by Kathryn Achenbach

In early November we rolled out a slew of new websites. Last on the docket: the relaunch of Strange Cargo.

Strange Cargo is your one-stop shop for Chicago-themed, sports, or funny and irreverent t-shirts and accessories. The t-shirt retailer has had a storefront home in Chicago’s Wrigleyville neighborhood since 1993, and they came to Table XI looking to update some features on their website. However, after a thorough analysis of the then-current site and what owner Jay Schwartz was looking for, we realized that the easier, more cost-effective solution was to rebuild everything from the ground up.

We embarked on a creative overhaul of the site, seeking a look and feel that mirrored Strange Cargo’s playful, colorful personality. ”T-shirts aren’t formal, so their website shouldn’t be either,” says TXI’s Daniel Strabley, who led creative direction. “They’re a fun, funky brand, and we wanted to translate that laid-back vibe of the store to the site.”

To involve the store’s avid community fanbase, we integrated Facebook and Twitter conversations on the contact page. Fans who “like” Strange Cargo can get “friends only” notifications of contests, coupons, news, and new merchandise.

New product pages better showcase Strange Cargo’s extensive custom t-shirt offerings, and a restructured design process makes it faster and simpler for customers to create the shirts they want online. We also added sections for custom-lettered shirts, children’s shirts, and accessories like hats and mugs. On the back end, a streamlined work flow helps Strange Cargo’s staff manage the site’s content more easily.

Jay was very happy with the results and that the site saw sales on the first day of the launch: “I love the way Table XI worked organically. The new site met the vision–it’s user-friendly, bigger, brighter, and better.”

Thanks for the good words, Jay!

The New Flavor of Old Town Oil Online

Posted on: November 28th, 2011 by Kathryn Achenbach

We rolled out a slew of new websites in early November, which we’ll tell you all about in the coming days. Next up: the relaunch of Old Town Oil.

Within the rustic, artisan shop of Old Town Oil, customers are encouraged to sample oils and vinegars from around the world. While on this tasting tour, shoppers learn about flavors, pairings, and relevant recipes from the store’s friendly and knowledgeable staff. In an effort to improve brand awareness and sales, Old Town Oil approached us looking for better ways to present their oils and vinegars online and evoke the experience of sampling these products in the store.

We worked with Old Town Oil to express and translate this in-store experience to the web, using extensive, specially shot photography, evocative tasting notes, and descriptions that educate customers and differentiate products.

Since online shoppers can’t taste flavor combinations in the store, Old Town Oil offers two- and four-bottle curated gift boxes that take the guesswork out of purchasing. Now a customer can easily see and buy popular oil and vinegar combinations or a sampling of the best extra virgin olive oils. Businesses can also work with Old Town Oil to create customized labels and bottles for corporate gifts.

“It’s been great working with Table XI and the new site looks awesome,” says Old Town Oil’s Matt Dine. “It’s simple and sleek, and now customers can order our products online.” With gift-giving season right around the corner, that’s great news for Old Town Oil and its patrons alike.

Fresh Ideas at The Spice House

Posted on: November 22nd, 2011 by Kathryn Achenbach 1 Comment

We rolled out a slew of new websites in early November, which we’ll tell you all about in the coming days. First up: the relaunch of The Spice House.

Since we helped relaunch their web presence in 2003, The Spice House has seen year-over-year growth in Internet sales, consistently ranked in the first page of Google search results for “spices” and other related terms, and received millions of visits from search engines each year. When we started planning a site update with the The Spice House, we didn’t want to fix what wasn’t broken; however, we did identify ways to enhance user experience and increase sales by improving navigation, simplifying the checkout process, and optimizing the site for new search terms.

Today The Spice House’s online hub has a bold, fresh new look and feel, just in time for holiday cooking. Check them out to find spices and recipes to complete your Thanksgiving meal!