Montreal, QC (PRWEB) April 14, 2012
Ice cream athletics has been selling made to measure athletic apparel online to women since 2008. In an effort to improve usability and render its site more engaging, the company recently completed an extensive redesign of its e-commerce website. As a result, ice cream customers now have access to online tools which makes ordering tailor-made sports apparel easy, enjoyable and exciting.
"Our business is inspired by the old-fashion ice cream parlors of yester-years,” says Kareen Massé, co-owner of ice cream athletics. “Our customers get to choose their favorite clothing style, fabric flavor, and specify how the product should be sized. The clothing is then made to measure (locally) and shipped out to them within a couple of weeks."
The new web site guides its customers through the entire clothing selection process and highlights personalization opportunities when they exist. The user interface is clean, functional and provides detailed explanations of what users are expected to input. Another interesting feature is the site’s use of full screen width and support for increased font sizes. As a result, the new ice cream website displays elegantly on a large variety of viewing devices such as Smart phones, tablets and PCs.
The company took advantage of the rewrite to also put into place many new Search Engine Optimization (SEO) techniques. As a result, the ice cream athletics website has seen a 30% improvement in web search ranking and has enhanced its average page load time to just under 1.8 seconds. (Google rates http://www.icecreamwear.com at 78% faster than other websites). “Our site contains plenty of rich content and includes the right balance of strategic keywords and marketing copy. We make sure to update our content frequently and have structured our pages logically using meaningful titles and descriptions.” explains Philip Grunikiewicz, ice cream’s IT director. “There is very little magic involved in getting better search engine rankings; it’s all about using common sense and putting in the required effort”.
The company consistently displays in the top 20 (in their target markets) for search queries related to their keywords. These include search combinations such as “fitness clothing for women” and “women’s yoga apparel”. Efforts are currently under way to promote an increase in inbound links. A move which the company is confident will lead to even better search engine results.
“Offering made to fit yoga and fitness pants, tops, shorts and tunics is definitely a niche market. But in order to satisfy customers, it’s important that we be attentive to detail” adds Nancy Massé co-owner of ice cream athletics. “What better to demonstrate this, than to have a website which is detail-driven”.
The company’s decision to invest in the new website seems to have paid off generously. The new website not only retains customer’s interest for an impressive 4 minutes (on average) but has also spiked a 12% increase in sales since going live last month. The owners are thrilled with the results and say that they will continue to invest in the website in order to meet the needs of their growing customer base.
About ice cream athletics, inc.
ice cream athletics, inc. is a family-run business located in Montreal, Quebec, Canada. It has been manufacturing premium women’s yoga and fitness clothing since 2008. The company currently offers 33 yoga and fitness clothing products for women which range in price from $5 to $95. Products are available in a multitude of fabric flavors and can be personalized to accommodate special sizing needs and/or preferences. The company sells its products online (http://www.icecreamwear.com) and in select retail locations and yoga centers throughout North America.