Before: The company's first experience with a web site several years ago
was not a very positive one, says Nail. The site was built without a strong strategic
plan, and it did not have the professional look or functionality that Nail envisioned.
Without eCommerce capabilities available on the site, customers could not make purchases
online, which did not ease the time-consuming process of filling orders and servicing
customers that Nail constantly struggled with. As a result, PURSEsnickety! was not
able to fully capitalize on its growing popularity with new customers and translate
it into sales.
After: Web.com provided a complete site overhaul, including professional
design, eCommerce options, and search engine optimization strategies, which have
streamlined nearly every function of the business. Among the additions: e-marketing
options that have facilitated communication with distribution and retail customers,
a password-protected members-only area featuring wholesale pricing and ordering,
an eCommerce store with more than 400 items available online for retail and wholesale
buyers, and "Buy Now" capabilities for featured products on the homepage.
The results have been outstanding. Nail says that business has more than tripled
since the new website launch. Plus, her products can now be found in 49 states and
seven countries. PURSEsnickety!'s technology transformation, including the strategies
from Web.com, was also featured in a series of stories in Entrepreneur magazine.