My creation and investment into a sustanable eco-friendly tupperwere product brand called Re-Store the World. This page will go through the brand creation, product sourcing, the e-commerce website development, and digital advertising.
Re-store the Worlds: Chosen Sector, Brand creation, Brand Values, Promise, Goal, Logo and Product.
Re-store the Worlds: Domain Name, WordPress, Plugins, Sitemap, SSL, and Analytics.
Re-store the Worlds: SEO camapign, Pay-Per Click Display and Search Campaign.
I chose the environmentally-friendly product sector because of the growing demand for sustainable products. As the statistics showed, consumers were becoming more environmentally conscious in their purchasing decisions, with a significant increase in searches for sustainable goods over the past five years. The COVID-19 pandemic further accelerated this trend, with even more consumers looking for ways to reduce their impact on the environment. With this in mind, I saw an opportunity to capitalize on this market by finding a niche product within the sustainable sector. I conducted product research across a range of Chinese manufacturers using the site “Alibaba”.
By using tools such as Facebook Insights, Google Trends, and Google Keyword Planner, I was able to gain insight into whether the market had potential. The analytics showed that people were actively searching for this product, and the reviews indicated that people were actively purchasing it at high prices. This led me to conclude that there is potential for the market.
Creating a strong brand can lead to increased sales by building a reputation, fostering customer loyalty, and differentiating products or service from competitors. By clearly communicating my brand’s values and mission, customers could identify and connect with ‘Re-Store the World’ on a deeper level, leading to increased trust and repeat business. Additionally, a well-established brand can also help establish a a leader in its industry, helping to attract new customers and increase overall market share.
Naming the brand: The brand name is one of the first things customers will see, which is why choosing a simple and memorable name is crucial for any business. I selected “Re-Store the World” or “Re-Store” as my brand name because it has a clever element and clearly communicates our values (Eco-Friendliness, Sustainability) and the type of products we sell (storage-based). Furthermore, the name was not already registered as a trade name, which meant that I could use it without any copyright issues, and if the business was successful, I could register it as a government-registered trader.
Any firm must have brand values since they outline the core beliefs and concepts that govern the organization’s actions and decisions. These principles form the basis of the business’ identity and reputation, and they aid in setting the brand apart from rivals. Additionally, brand values can aid in forging emotional bonds and building trust with customers, increasing the likelihood that they will stick by the company and support it in the long run. The company’s overarching goal and vision are set in motion by the brand values, which also contribute to the development of a strong, identifiable, and consistent brand image that can be easily communicated to customers and other stakeholders.
Establishing the values for “Re-Store the World” was a crucial step in the planning process. The chosen values needed to effectively communicate the brand’s commitment to sustainability and eco-friendliness, while also portraying reliability and trustworthiness. The fundamental values chosen for the brand are:
These values not only align with the eco-friendly and sustainable aspect of the brand but also portray the brand as trustworthy and reliable. These values will guide all decision-making for the brand and help customers to connect and trust the brand more.
Re-Store the Worlds brand goal:
“Our goal is to focus on moving kitchen storage to a more sustainable alternative, as stated in our brand promise. We are focused on offering a quality, affordable product; developing a brand that can be trusted as we expand into other sectors of sustainable storate. Helping to address the planet’s waste problem, one kitchen at a time. We believe that Re-Stores product can help eliminate plastic waste. We hope that you will be a part of that change.”
Re-Store the Worlds brand promise: “To help eradicate plastic in your kitchen, one kitchen at a time”.
The use of specific colors and imagery in my brand logo was a deliberate choice. I chose Green and blue as they closely align with my brand’s focus and represent the values I stand for. Blue is associated with peace, professionalism, loyalty, reliability, honor, and trust, while green is a dominant color in nature that evokes feelings of growth, abundance, refreshment, peace, rest and security. These colors were chosen as they align well with Re-Store’s values and brand image, helping to effectively represent the product.
To create my logo, I worked with a freelance graphic designer. I provided them with information about my brand, including its values, promise, products, and goals. Using this information, the designer began developing several options for the logo. After a few rounds of revisions and feedback, we arrived at the final design.
Finding the right supplier and product is essential for any business, and in my experience, the most cost-effective options often come from Chinese manufacturers. To ensure I was getting the best deal, I ordered samples from a variety of suppliers and products, gathering quotes for shipping and negotiating prices to maximize my profit margin. After reviewing the samples and comparing prices, I settled on a bulk order from six manufacturers that met my requirements for a completely recyclable product with no plastic and offered a competitive quote. I also considered factors such as logo imprints and price per product. In the end, my chosen product cost me £575 for 100 units, including shipping and import taxes, and had my logo printed on them. This allowed me to offer my product at a competitive price point, as competitors were charging over £20 for similar items.
Out of the six products, the best option was a container made from a combination of SS304 stainless steel and a bamboo lid. The dimensions of the container were 193x143x60mm and it had a capacity of 1200ml. The thickness of the container was 0.5mm and it weighed 357g. This product was suitable for a variety of uses including in the kitchen, for picnics, and other outdoor activities. It was also suitable for dishwashing, freezing, and food storage. However, it is not suitable for use in the microwave.
A domain name is vital for establishing a good impression on the internet, for ‘Re-Store the World’ this was no different. After scouring domain name providers and establishing a .com domain was too expensive for the start of the brand, so www.restoretheworld.co.uk was born. The domain was a Country-code Top-Level domain, this meant that the domain was more likely to rank for local results. Furthermore, using restoretheworld in the domain helped the site to rank for the brands name in SERP’s. Finally, the domain is short, easy to remember and is on the brand, so customers have a good chance at remembering our url as they visit the site more.
www.restoretheworld.co.uk (Site no longer active)
The great things about WordPress is the ability to use plugins to add additional functionality to your website. Plugins are essentially small software programs that can be easily installed and configured to add specific features or functionality to your site.
For ‘Re-Store the World’s website, I chose to use the MonsterInsights plugin to track and analyze my website’s traffic and user behavior. This plugin provides a wealth of information and insights, such as the most popular pages on my site, where my visitors are coming from, and how they interact with my content. I also used the WooCommerce plugin to add an online store to my website. This plugin is a powerful e-commerce solution that makes it easy for me to sell products or services directly from my website. It provides a variety of features such as payment gateway integration, inventory management, and order tracking. Finally, I used the Stripe plugin to handle online payments securely. This plugin allows me to easily accept payments from customers using a variety of payment methods, such as credit cards and digital wallets. It’s a fast, easy, and secure way to process online transactions.
In summary, I used MonsterInsights to track website traffic and user behavior, WooCommerce to add an online store to my website, and Stripe to handle online payments securely. These plugins allowed me to add a lot of functionality to my website, and I am happy with the end result.
The sitemap structure is an important aspect of any website, as it helps to organize and present the content in a logical and user-friendly manner. For example, in the case of an e-commerce store like ‘Re-Store the World’, the sitemap structure would be designed to showcase the products in a clear and organized way, making it easy for customers to find what they are looking for.
The homepage of the website featured the product, as well as linking to product categories. The main menu of the website included links to the store’s main product, the environemntal food storage. However, it contained sections that could be implimented to further divided into subcategories of different variations and attributes of sustainable food storage should I have wished to expand.
In summary, I used the WooCommerce plugin to create the e-commerce functionality of the website and organized the product in a clear and easy way to navigate. The sitemap structure was designed to make it easy for customers to find what they are looking for, and the checkout process was simple and straightforward. Overall, I believe that the end result was a website that was easy to use and provides a great shopping experience for customers.
Secure Sockets Layer (SSL) is a protocol that is used to establish a secure connection between a web server and a web browser. It is important to set up SSL for ‘Re-Store the World’ because it encrypts sensitive information such as personal data, login credentials and financial transactions, making it more difficult for hackers to intercept and steal this information. This can help to protect the website’s users from identity theft and financial fraud, and it can also help to build trust and credibility with visitors by showing that the website takes security seriously. Additionally, SSL also helps to improve the website’s search engine rankings by providing a secure environment for users to navigate the website.
Installing an SSL changed Re-Store’s domain name to:
https://www.restoretheworld.co.uk
Analytical tracking for websites is an essential aspect of measuring the performance and success of a website. Google Analytics and Google Search Console are two powerful tools that can be used to track various metrics and gain insights about website traffic and user behavior.
Setting up Google Analytics for Re-Store’s involved creating a Google Analytics account and then adding the tracking code to the website’s codebase. This was done by adding the code to the header of the website, alternatively, could be done by installing a plugin that can handle the integration. Once the tracking code was added, Google Analytics began collecting data about Re-Store’s visitors, such as their location, the pages they visit, and how long they stay on the site.
Google Search Console is another web service by Google that allows webmasters to check indexing status and optimize visibility of their websites. Setting up Google Search Console for Re-Store’s involved adding the website to the Search Console and then verifying ownership by adding a code to the website or using DNS record. Once Re-Store’s was set up, it began tracking data about the website’s visibility in Google search, such as the keywords that drive traffic to the site, and any crawl errors or security issues.
Both Google Analytics and Google Search Console will provide valuable insights about Re-Store’s performance and can help to identify areas for improvement. This can include tracking the number of visitors, the pages they visit, their demographics, and what actions they take on the website. It can also help to monitor the website’s search engine ranking and visibility, to identify where the website is ranking for specific keywords and what pages are being indexed by Google.
Starting with site indexing, I used Google Search Console and Yoast SEO to get “Re-Store” indexed. These tools helped crawlers find my site faster than waiting for it to be indexed organically. With 51% of searches on most websites coming from organic searches, it is important to do this for a new site, ensuring it can start competing for top placement as soon as possible. I found Yoast SEO easy to install and it helped me to optimize SEO for the website, allowing me to make easy changes to site meta data and more.
I also tracked views and visits using Google Analytics and Jetpack to see if awareness of my site was growing through Google or any advertisements. This helped me understand the effectiveness of my site and marketing strategies. Additionally, I added the generated sitemap from Yoast, to Google Search Console as a registered sitemap. This helped the site stay up to date with any changes made, by submitting the new URLs to the search engine for crawling. This is particularly important for e-commerce websites as it allows the search engine to find new products or pages on the website and index them, which in turn can help improve the visibility and ranking of the website.
In order to improve the visibility and ranking of the website on Google, I added related keyword metrics throughout the site pages. This helps the site show up higher on Google due to its relevance algorithm. These keywords were carefully researched and chosen based on their relevance to the site and the rate at which they are used on Google. For example, I used the keyword “plastic alternative” throughout the page metrics, as it was searched for frequently but not too much and is relevant to my site and products. I used Google trends to monitor the popularity of this keyword and other related keywords. By using relevant keywords throughout the site pages, the website will show up for specific searches related to my products and have a higher conversion rate.
In order to improve the visibility and ranking of the website on search engines, I carefully selected keywords to use in the site meta data. Some of the keywords that I used include “Plastic Alternative Food Containers“, “environmentally friendly“, “Kitchen“, “Affordable“, “Quality” and “Sustainability“. These keywords were chosen based on their relevance to the site and the products offered.
One of the keywords that I used prominently was “Plastic Alternative Food Storage“. This was chosen as it is a long-tailed keyword, meaning it is more specific and has fewer competitors. This increases the chance of a higher conversion rate. Additionally, this keyword had the highest scoring out of the keyword variations that were closely similar. With a score of 40 in the UK, it showed that people are searching for this keyword, making it a good opportunity for my shop to have a higher ranking.
Additionally, I also used keywords such as “Plastic Alternative Food Containers” and “Kitchen” in the site meta data. Another keyword that I implemented is “Environmentally Friendly”. This keyword is used a lot, and by including it in my site meta data, it would increase the chances of my site being picked up organically through search and drive a lot of traffic to my page without having to spend any money. Although the traffic would be less specific with a smaller conversion rate than “Plastic Alternative“, any traffic is good traffic.
“Environmentally Friendly” was also the highest searched among the keyword variations with 3.6k searching in the UK. However, this meant that I would need well-optimized content and authority referral domains to start ranking it, which could still take years. Nevertheless, it is still a good keyword to start competing to be shown for, and it will help me to increase the visibility and ranking of the website on search engine results pages.
In addition to adding related keyword metrics throughout the site pages, I also made sure to include meta descriptions and titles that accurately reflect the content of each page. The meta description is a short summary of the page’s content that appears in the search engine results, and the title is the text that appears as the blue link in the search engine results. Both of these elements are important for SEO because they provide a concise and accurate summary of the page’s content, and they also give search engines a clear understanding of the page’s relevance and purpose. I made sure to include keywords in both the title and meta descriptions, as this can help to improve the visibility and ranking of the website on search engine results pages.
Before diving into the details of Re-Store’s PPC Search Campaign, let me explain what a PPC Search campaign is. PPC stands for pay-per-click, which means that you pay each time someone clicks on one of your ads. In PPC search campaigns, advertisers bid on keywords that are relevant to their products or services, and the ads are displayed on search engine results pages when users search for those keywords.
An auction is held every time a paid search ad appears on Google, to determine which ad is shown to the user. The more competitive the keyword is, the more expensive the bid will be, and vice versa. The factors that determine the winner of the auction are quality, relevance, and size. The quality score is also a factor that affects the auction outcome. The quality score is determined by how relevant and user-friendly the landing page is, and the content that is shown.
The calculation for determining the winner of the auction is as follows: Winner of auction = CPC (cost per click/conversion) x Quality Score (highest wins) Your Price = The Ad Rank of the person below you / your quality score +$0.01
In summary, PPC search campaigns allow advertisers to bid on keywords and have their ads displayed on search engine results pages. The winner of the auction is determined by factors such as quality, relevance, and size, and the quality score also plays a role in determining the outcome. The final cost of the ad is determined by the ad rank of the person below you and your quality score.
Creative copy is crucial for PPC search ads, as it is what the user will see when my ad is displayed. To rank high on Google’s quality score, I have tried to keep the relevancy of the wording as high as possible, by only using words that appear on my homepage or are relevant to the product. The header of the PPC search ad clearly communicates what the ad is about, and then highlights its unique selling point (USP) and an additional USP that people who are interested in this type of product would be interested in. The copy is then made up of text that I use throughout the site to match relevancy and also includes key information about the product and the fact that it offers free delivery to the UK, as this is a highly sought after USP. By ensuring that the copy is relevant and highlights unique selling points, I was able to optimize the ad for a high quality score.
A/B testing is a useful technique for optimizing PPC search ads. By creating multiple versions of an ad with different copy and layout, I can use A/B testing to have Google rotate through them using its priority setting until it finds out which performs better than the others. For this, I decided to include the price of the product in one ad to filter out people who may not be willing to pay that price and would not be interested in my product. I also created another ad with an alteration of active keywords. Using my inputted keywords, copies, and headers, Google generated a range of ads and cycled through them to find the best performing one. This allowed me to optimize my ad and increase the chances of it being successful in reaching my target audience and achieving my desired results.
The analytics from my PPC Search campaign have shown positive results. The average CPC (cost per click) and CTR (click-through rate) have performed well. According to Google’s industry benchmark for ecommerce, the average CTR is 2.69%, my campaign’s CTR performance was above the industry benchmark by almost double. The industry benchmark for CPC with ecommerce is $3.44, while my campaign had an average CPC of $1.61, indicating that it was cost-effective in comparison to the industry standard. These results suggest that my PPC search campaign was effective in reaching my target audience and achieving my desired results.
I decided to go with a smart display campaign over a standard campaign for my Display ad because it was my first display campaign. A smart display campaign automates a majority of the process and bundles together the pillars of successful campaigns to optimize my campaign. Smart Campaigns use an auto-targeting structure to display targeting across the mid and lower funnels. All I had to provide for this type of campaign were: the ad copy, images to use, daily budget, cost per acquisition, and landing page. This made the process of creating a display campaign much more manageable, and allowed me to focus on creating compelling ad copy, images and a great landing page, while the smart campaign took care of the rest.
My ads were designed to drive sales and not awareness for my brand, thus the click-through for my ads will take users directly to my product page instead of the homepage of my site. This way, users will be directed to the specific page where they can make a purchase, increasing the chances of a sale. By directing users straight to the product page, I am able to optimize the user’s experience and increase the chances of a conversion. The assets (images) that will be used in the display campaign will be the product photos and the brands logo, and the headlines will be the ones previously shown in the PPC search campaign.
To optimize my bidding strategy, I will start with the “Maximize conversions” bid strategy with a daily limit of £8. This will allow Google to find the best cost per acquisition (CPA) over a 14-day period, while bidding my ads against competitors for placements. After 14 days, I will use the data to determine the average CPA and choose this as my bidding strategy for the next period. This will ensure that I am not overbidding for advertisements and will enable me to reach my target CPA and make the most of my budget. Meanwhile, For my Display Ad placement, I am targeting websites that are related to “Eco-Friendly” or “food storage” as recommended by Google. By targeting these specific websites, I am able to reach an audience that is more likely to be interested in my product, increasing the chances of a successful campaign.
Despite being live for only 14 days, my campaign was able to reach 52,000 people with impressions, resulting in 192 clicks. The cost per click (CPC) was only £0.20, and the total cost for the campaign was £38.10. This demonstrates that a successful campaign can be put in place with a below-average CPC. The fact that I was able to reach a large number of people with a small budget, and still get clicks, illustrates that my targeting and ad optimization were effective.
Open this in UX Builder to add and edit content